Analýza spotřebního chování v oblasti biopotravin

This thesis focuses on the analysis of information and consumer awareness of organic farming and organic production. The work is divided into two parts: theoretical and practical. The theoretical part deals with definitions of basic economic terms such as consumers and consumer behaviour, describes the purchase decision-making process and its phases and includes factors that influence consumer decisions in relation to the socalled black box. Furthermore, it also describes the basic principles of organic farming and foods, including their labelling and checks. The practical part includes my own marketing research, which was conducted with the help of quantitative methods using a questionnaire. It focuses on the knowledge and consumers behaviour in the organic foods area. The aim of this thesis is to determine the awareness of Czech consumers about organic farming and its products and to analyse consumer behaviour in the field of organic foods.