Analýza chování spotřebitele na trhu biopotravin v České republice

Abstract

This bachelor thesis focuses on analyzing consumer behavior in the organic food market in the Czech Republic. The aim of the thesis was to identify the key factors influencing consumer purchasing decisions regarding organic food, to evaluate consumer awareness of organic products and their certification, and to examine their shopping habits, motivations, and barriers. The theoretical part explains the basic concepts of consumer behavior and provides an overview of the Czech organic food market. The practical part is based on quantitative research through a questionnaire survey with 200 respondents. The findings show that although most respondents are familiar with the term organic food, only a portion understands the certification and labeling system. The main motivations for purchasing include health and environmental concerns, while the most common barrier is the higher price. Based on the findings, the thesis concludes with recommendations focused on more effective promotion, improving the availability of organic food, and increasing consumer trust.