(in English): The diploma thesis deals with the issue of local foods and analyses factors influencing the purchasing behavior of Czech consumers. The theoretical part focuses on the problems related to the definition of local food, relying on the three domains of proximity taxonomy as proposed by Eriksen (2013). It further examines the reasons of increased interest in local production, which include anti-globalization trends, environmental issues and other value changes in society. Significant foreign and Czech research of local production and Czech consumer behavior is presented. At the end of the theoretical part, selected theories suitable for explaining the purchasing behavior of local foods as well giving insight into the theoretical foundation and research of this thesis are described. This is primarily the Alphabet Theory (Zepeda & Deal, 2009), which is based on earlier theories of Value-Belief-Norm Theory (Stern et al., 1999) and Attitude-Behavior-Context Theory (Guagnano et al., 1995). The empirical part builds on the theoretical basis and provides an analysis of the Czech consumer based on qualitative semi-structured interviews as well as a quantitative survey representative of Czech population aged 18 to 65 years in terms of selected sociodemographic characteristics. They give insight...
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:393670 |
| Date | January 2019 |
| Creators | Pešková, Veronika |
| Contributors | Zvěřinová, Iva, Richter, Eva |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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