Significance, Influence and Signs of Consumerism Among Czech Children and Adolescents

My master's thesis deals with the issue of consumerism and consumer behaviour focusing on children and youth. The thesis is divided into two main parts: theoretical and practical. The theoretical part describes development of consumer behaviour and factors influencing it, such as social groups or advertising. It also deals with children's perception of brands and their impact on children's consumer behaviour. It describes the significance of consumer education in the context of the education system in the Czech Republic. It also deals with the consumer education systems and possibilities in the broader context of the European Union and other organizations. The practical part contains a lesson plan on consumer education and a pilot case study on consumer behaviour of a selected group of Czech children. The pilot case study asked two research questions: What do brands mean for the children? Do the children show signs of consumerism through their preferences and consumer behaviour? The results of the pilot case study are described in this section as well