What Resonates with Generation Z: Food Waste and Veronika Mokrejšová

We are pleased to share that our colleague from the Department of International Business, Dr. Mokrejšová had the opportunity to present the results of her research in an article published by Hospodářské noviny titled “Even Fresh Meat Can Be Saved. Thousands of Tons of Unsold Food Are Donated to Charity Every Year” (published on October 15, 2025).

The article explores the topic of sustainable food management, waste reduction, and the responsible practices of retail chains in the Czech Republic. One example of best practice is the initiative by Albert, which donates fresh food to non-profit organisations and charities through its “evening donation” program.

The research exwecuted by Dr Mokrejšová together with her colleagues Dr Filipová, Dr Sadílek and Dr Zeman analyses how these initiatives are perceived by young consumers (Generation Z) and how such campaigns contribute to promoting environmentally responsible consumer behaviour. According to findings from the VŠE (Prague University of Economics and Business) research team, these initiatives are well-received by young people – especially actions focused on offering discounts for products nearing their expiration date, the sale of “imperfect” vegetables, and food recycling through upcycling.

The results confirm that sustainability and ethical consumption are becoming key factors in consumer decision-making, and that connecting academic research with real-world practice can support the development of responsible business strategies.

The full article is available on the Hospodářské noviny website:
“Even Fresh Meat Can Be Saved. Thousands of Tons of Unsold Food Are Donated to Charity Every Year”

Dr. Veronika Mokrejšová specializes in retailing, retail marketing and management, regulation of the retail market, corporate social responsibility, and sustainability with a focus on food waste. In 2022, she was a finalist in the competition for the title of Český Vševěd.