Consumption of Energy Drinks by Czech Generation Z and Y in the Context of Social Responsibility

Abstract

Consumption of energy drinks has increased significantly in recent years, whereas the key consumer group is in particular constituted by young people. The trend towards excessive consumption of energy drinks raises concerns not only in terms of public health, but also with regard to environmental and social responsibility as a whole. Although alternatives such as organic and sugar-free options do exist, the factors influencing choice of these drinks have not as yet been sufficiently investigated. While some studies suggest that increased education and awareness regarding the issue can lead to reduced consumption of energy drinks, the reality of consumer behaviour is often different. The aim of this study is to analyse and evaluate the consumption and preferences of energy drink consumers from Czech Generation Z and Y in the context of social responsibility. Attention is focused on identification of key demographic factors influencing preferences among respondents for various energy drink alternatives. Quantitative research was conducted via an online questionnaire survey on a sample of 1,013 respondents from the Czech National Panel. The data were analysed using frequency analysis and statistical hypothesis testing to identify significant differences in consumer behaviour based on gender, age, and education. The findings of this study can be used by energy drink manufacturers and creators of health policy.