{"id":4679,"date":"2026-05-04T18:33:43","date_gmt":"2026-05-04T16:33:43","guid":{"rendered":"https:\/\/www.spzo.cz\/?p=4679"},"modified":"2026-05-04T18:33:44","modified_gmt":"2026-05-04T16:33:44","slug":"jak-znalosti-ovlivnuji-postoje-generace-z-k-nakupu-geneticky-modifikovanych-potravin","status":"publish","type":"post","link":"https:\/\/www.spzo.cz\/?p=4679","title":{"rendered":"Jak znalosti ovliv\u0148uj\u00ed postoje generace Z k\u00a0n\u00e1kupu geneticky modifikovan\u00fdch potravin?"},"content":{"rendered":"\n<p>Studie proveden\u00e1 v\u00fdzkumn\u00edky z FPT University, jej\u00edm kampusem s\u00eddl\u00edc\u00edm v jihovietnamsk\u00e9m m\u011bst\u011b Can Tho, zji\u0161\u0165ovala, jak znalosti ovliv\u0148uj\u00ed vn\u00edm\u00e1n\u00ed a n\u00e1kupn\u00ed rozhodov\u00e1n\u00ed generace Z ohledn\u011b geneticky modifikovan\u00fdch (GM) potravin. Studie byla publikov\u00e1na v \u010dasopise Journal of Agriculture and Food Research a zji\u0161\u0165ovala, jak informace ovliv\u0148uj\u00ed postoje mlad\u00fdch spot\u0159ebitel\u016f pr\u00e1v\u011b ve Vietnamu.<\/p>\n\n\n\n<p>Zaji\u0161t\u011bn\u00ed potravinov\u00e9 bezpe\u010dnosti se stalo nal\u00e9havou glob\u00e1ln\u00ed prioritou, nebo\u0165 sv\u011btov\u00e1 populace m\u00e1 podle odhad\u016f do roku 2050 dos\u00e1hnout p\u0159ibli\u017en\u011b 9,7 miliardy lid\u00ed. Tento demografick\u00fd v\u00fdvoj vytv\u00e1\u0159\u00ed bezprecedentn\u00ed tlak na zem\u011bd\u011blsk\u00e9 syst\u00e9my, kter\u00e9 se ji\u017e nyn\u00ed pot\u00fdkaj\u00ed s limity klimatick\u00fdch zm\u011bn, \u00fabytkem orn\u00e9 p\u016fdy, nedostatku vody a dal\u0161\u00edmi negativn\u00edmi faktory. Tradi\u010dn\u00ed zem\u011bd\u011blstv\u00ed nar\u00e1\u017e\u00ed na sv\u00e9 hranice, a proto se GM potraviny objevuj\u00ed jako slibn\u00e9 \u0159e\u0161en\u00ed, kter\u00e9 m\u016f\u017ee zv\u00fd\u0161it odolnost plodin v\u016f\u010di drsn\u00fdm podm\u00ednk\u00e1m, zlep\u0161it nutri\u010dn\u00ed obsah a sn\u00ed\u017eit z\u00e1vislost na chemick\u00fdch vstupech.<\/p>\n\n\n\n<p>P\u0159esto\u017ee se GM plodiny komer\u010dn\u011b p\u011bstuj\u00ed ji\u017e od schv\u00e1len\u00ed raj\u010dete Flavr Savr v roce 1994, ve\u0159ejn\u00e1 debata o jejich bezpe\u010dnosti a etice neust\u00e1v\u00e1. K roku 2024 dos\u00e1hla celosv\u011btov\u00e1 plocha p\u011bstov\u00e1n\u00ed GM plodin 206,3 milionu hektar\u016f a jejich p\u011bstov\u00e1n\u00ed ofici\u00e1ln\u011b schv\u00e1lilo 32 zem\u00ed. Historicky nejsiln\u011bj\u0161\u00ed odpor v\u016f\u010di GM technologi\u00edm vykazovala Evropa, kde postupem \u010dasu vzniklo n\u011bco jako \u201eanti-GMO reflex\u201c. Tento postoj nebyl jen technickou \u010di agronomickou ot\u00e1zkou, ale d\u00edky postav\u00e1m jako Jos\u00e9 Bov\u00e9, \u00c1rp\u00e1d Pusztai \u010di Gilles-\u00c9ric S\u00e9ralini se stal velk\u00fdm evropsk\u00fdm, v\u00edce spole\u010densk\u00fdm ne\u017e odborn\u00fdm probl\u00e9mem. Obraz \u201enep\u0159irozen\u00e9\u201c technologie spojen\u00e9 s nadvl\u00e1dou korporac\u00ed a ohro\u017een\u00edm zdrav\u00ed se uk\u00e1zal b\u00fdt politicky nesm\u00edrn\u011b odoln\u00fdm. D\u016fsledkem t\u00e9to \u00e9ry je p\u0159\u00edsn\u00e1 regulace, kter\u00e1 v EU vy\u017eaduje povinn\u00e9 zna\u010den\u00ed GM slo\u017eek, pokud p\u0159es\u00e1hnou pr\u00e1h 0,9 % i u ne\u00famysln\u00e9 p\u0159\u00edm\u011bsi. Evropa si nav\u00edc vyp\u011bstovala paraleln\u00ed sv\u011bt dobrovoln\u00fdch zna\u010dek typu \u201eGMO-free\u201c, kter\u00e9 \u010dasto slou\u017e\u00ed sp\u00ed\u0161e jako marketingov\u00fd trik ne\u017e v\u011bdeck\u00e1 informace. Dnes se v\u0161ak zd\u00e1, \u017ee se Evropa z tohoto ideologick\u00e9ho sev\u0159en\u00ed za\u010d\u00edn\u00e1 pomalu, pomalu vyma\u0148ovat. Realita klimatick\u00e9 zm\u011bny a pot\u0159eba \u0161lechtit odoln\u011bj\u0161\u00ed plodiny vedly k tomu, \u017ee v prosinci 2025 dos\u00e1hly unijn\u00ed instituce p\u0159edb\u011b\u017en\u00e9 dohody o nov\u00e9m r\u00e1mci pro nov\u00e9 genomick\u00e9 techniky (NGT). Tento posun nazna\u010duje, \u017ee i tento tradi\u010dn\u011b skeptick\u00fd region se za\u010d\u00edn\u00e1 vracet k racion\u00e1ln\u011bj\u0161\u00edmu posuzov\u00e1n\u00ed plodin podle jejich konkr\u00e9tn\u00edch vlastnost\u00ed, nikoliv jen podle pou\u017eit\u00e9 technologie.<\/p>\n\n\n\n<p>V centru t\u00e9to d\u016fle\u017eit\u00e9 zm\u011bny postoj\u016f m\u016f\u017ee st\u00e1t Generace Z, (tedy lid\u00e9 narozen\u00ed cca mezi lety 1997 a 2012; r\u016fzn\u00e9 zdroje uv\u00e1d\u00ed r\u016fzn\u00e9 \u010dasov\u00e9 rozp\u011bt\u00ed). Oni jsou prvn\u00ed \u201edigit\u00e1ln\u00ed domorodci\u201c, kte\u0159\u00ed vyrostli se smartphony a soci\u00e1ln\u00edmi s\u00edt\u011bmi jako samoz\u0159ejmost\u00ed. K roku 2025 tato generace p\u0159edstavuje ucelenou glob\u00e1ln\u00ed s\u00edlu \u010d\u00edtaj\u00edc\u00ed dv\u011b miliardy jedinc\u016f, kte\u0159\u00ed d\u00edky sv\u00e9mu v\u011bku a dosp\u00edv\u00e1n\u00ed z\u00edsk\u00e1vaj\u00ed dominantn\u00ed vliv na trhu. Jako prvn\u00ed pln\u011b digit\u00e1ln\u00ed generace vykazuj\u00ed tito mlad\u00ed lid\u00e9 silnou orientaci na transparentnost, autenti\u010dnost a spole\u010densky odpov\u011bdnou spot\u0159ebu. Nap\u0159\u00edklad jen ve Vietnamu tvo\u0159\u00ed tato skupina t\u00e9m\u011b\u0159 15 milion\u016f lid\u00ed, kte\u0159\u00ed ji\u017e nyn\u00ed z\u00e1sadn\u011b ovliv\u0148uj\u00ed rozhodov\u00e1n\u00ed o n\u00e1kupech v dom\u00e1cnostech. Pr\u00e1v\u011b na tuto demografickou skupinu se zam\u011b\u0159il rozs\u00e1hl\u00fd v\u00fdzkum vietnamsk\u00fdch v\u011bdc\u016f, kter\u00fd zkoumal, jak znalosti formuj\u00ed jejich n\u00e1kupn\u00ed \u00famysly.<\/p>\n\n\n\n<p>Studie na 416 respondentech (kte\u0159\u00ed uvedli, \u017ee v\u011bd\u00ed, co se skr\u00fdv\u00e1 pod pojmem \u201eGMO\u201c) vyu\u017e\u00edv\u00e1 model SOR (Stimulus-Organism-Response), kter\u00fd popisuje n\u00e1kupn\u00ed proces jako logickou posloupnost:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Stimulus (Podn\u011bt): Vstupn\u00edm impulsem je subjektivn\u00ed znalost \u2013 tedy to, nakolik m\u00e1 \u010dlov\u011bk pocit, \u017ee GM potravin\u00e1m rozum\u00ed (sp\u00ed\u0161e ne\u017e testov\u00e1n\u00ed konkr\u00e9tn\u00edch fakt\u016f).<\/li>\n\n\n\n<li>Organism (Organismus): Tento podn\u011bt v mysli aktivuje \u201evnit\u0159n\u00ed filtr\u201c. \u010clov\u011bk vnit\u0159n\u011b zpracov\u00e1v\u00e1 a vyhodnocuje p\u0159\u00ednosy a rizika. Vy\u0161\u0161\u00ed znalost pom\u00e1h\u00e1 v t\u00e9to f\u00e1zi tlumit obavy a posilovat vn\u00edm\u00e1n\u00ed benefit\u016f.<\/li>\n\n\n\n<li>Response (Reakce): V\u00fdsledn\u00fdm v\u00fdstupem je n\u00e1kupn\u00ed z\u00e1m\u011br, tedy fin\u00e1ln\u00ed rozhodnut\u00ed, zda je spot\u0159ebitel ochoten si potravinu koupit.<\/li>\n<\/ul>\n\n\n\n<p>Znalost tedy v tomto modelu funguje jako aktivn\u00ed spou\u0161t\u011b\u010d, kter\u00fd p\u0159es vnit\u0159n\u00ed psychick\u00e9 hodnocen\u00ed (organismus) p\u0159\u00edmo ur\u010duje kone\u010dn\u00e9 chov\u00e1n\u00ed spot\u0159ebitele.<\/p>\n\n\n\n<p>Anal\u00fdza dat pomoc\u00ed metody PLS-SEM (modelov\u00e1n\u00ed struktur\u00e1ln\u00edch rovnic, kter\u00e9 v\u011bdc\u016fm umo\u017e\u0148uje statisticky rozkl\u00ed\u010dovat i velmi slo\u017eit\u00e9 vazby mezi r\u016fzn\u00fdmi faktory) p\u0159inesla z\u00e1sadn\u00ed zji\u0161t\u011bn\u00ed. Uk\u00e1zalo se, \u017ee vy\u0161\u0161\u00ed informovanost o GM technologi\u00edch u Generace Z signifikantn\u011b zvy\u0161uje schopnost rozpoznat v\u00fdhody, jako je del\u0161\u00ed trvanlivost, vy\u0161\u0161\u00ed nutri\u010dn\u00ed hodnota \u010di pomoc p\u0159i \u0159e\u0161en\u00ed glob\u00e1ln\u00edho hladu. Soub\u011b\u017en\u011b s t\u00edm maj\u00ed informovan\u011bj\u0161\u00ed spot\u0159ebitel\u00e9 tendenci poci\u0165ovat men\u0161\u00ed obavy ze zdravotn\u00edch rizik nebo dopad\u016f na \u017eivotn\u00ed prost\u0159ed\u00ed. Model nav\u00edc potvrdil, \u017ee vn\u00edman\u00e9 p\u0159\u00ednosy maj\u00ed na celkov\u00fd postoj ke GM potravin\u00e1m mnohem siln\u011bj\u0161\u00ed vliv ne\u017e vn\u00edman\u00e1 rizika. Pokud tedy mlad\u00ed lid\u00e9 vid\u00ed v technologii jasn\u00fd u\u017eitek, jsou ochotni akceptovat i ur\u010ditou m\u00edru nejistoty.<\/p>\n\n\n\n<p>Zat\u00edmco znalosti funguj\u00ed jako prvotn\u00ed impuls, o samotn\u00e9m n\u00e1kupu rozhoduje a\u017e tzv. Teorie pl\u00e1novan\u00e9ho chov\u00e1n\u00ed (TPB). Ta ukazuje, \u017ee n\u00e1kupn\u00ed z\u00e1m\u011br mlad\u00fdch lid\u00ed stoj\u00ed na t\u0159ech pil\u00ed\u0159\u00edch. Prvn\u00edm je vlastn\u00ed postoj, kde vnit\u0159n\u00ed bilance p\u0159\u00ednos\u016f a rizik ovliv\u0148uje v\u00fdsledn\u00e9 nalad\u011bn\u00ed \u010dlov\u011bka z v\u00edce ne\u017e 43 %. Druh\u00fdm faktorem jsou soci\u00e1ln\u00ed normy \u2013 tedy to, nakolik na\u0161e okol\u00ed (rodina \u010di p\u0159\u00e1tel\u00e9) tento druh potravin akceptuje. T\u0159et\u00edm pil\u00ed\u0159em je pak pocit kontroly, tedy subjektivn\u00ed jistota spot\u0159ebitele, \u017ee m\u00e1 dostatek informac\u00ed i prost\u0159edk\u016f k tomu, aby n\u00e1kup bez probl\u00e9m\u016f uskute\u010dnil. Teprve souhra t\u011bchto t\u0159\u00ed slo\u017eek ur\u010duje, zda si \u010dlov\u011bk GM potravinu nakonec skute\u010dn\u011b odnese dom\u016f.<\/p>\n\n\n\n<p>Celkov\u011b model dok\u00e1zal vysv\u011btlit 56,3 % variability v n\u00e1kupn\u00edch \u00famyslech, co\u017e je pova\u017eov\u00e1no za st\u0159edn\u00ed a\u017e silnou predik\u010dn\u00ed schopnost. V\u00fdzkum tak\u00e9 identifikoval konkr\u00e9tn\u00ed marketingov\u00e9 stimuly, kter\u00e9 u mlad\u00e9 generace zvy\u0161uj\u00ed frekvenci n\u00e1kupu \u2013 dostupnost v obchodn\u00edch domech, prodej p\u0159\u00edmo farm\u00e1\u0159i nebo nab\u00eddka drobn\u00fdch propaga\u010dn\u00edch d\u00e1rk\u016f.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"589\" src=\"https:\/\/www.spzo.cz\/wp-content\/uploads\/2026\/05\/19-26-1024x589.jpg\" alt=\"\" class=\"wp-image-4680\"\/><\/figure>\n\n\n\n<p>Dezinformace a nepodlo\u017een\u00e1 tvrzen\u00ed \u010dasto vypl\u0148uj\u00ed vakuum v zem\u00edch jako Vietnam, kde dosud chyb\u00ed komplexn\u00ed povinn\u00e9 zna\u010den\u00ed. Respondenti v korejsk\u00fdch pr\u016fzkumech nap\u0159\u00edklad uv\u00e1d\u011bli, \u017ee n\u00edzk\u00e1 \u00farove\u0148 znalost\u00ed v nich vyvol\u00e1v\u00e1 pocit bezmoci a podkop\u00e1v\u00e1 jejich d\u016fv\u011bru. Generace Z je v\u0161ak na dezinformace citliv\u00e1 a vy\u017eaduje transparentn\u00ed, v\u011bdecky podlo\u017eenou komunikaci (tzv. evidence-based storytelling), kter\u00e1 jim uk\u00e1\u017ee hmatateln\u00fd u\u017eitek.<\/p>\n\n\n\n<p>Anal\u00fdza nep\u0159\u00edm\u00fdch vazeb (mediac\u00ed) v t\u00e9to studii odhalila z\u00e1sadn\u00ed strategick\u00fd rozd\u00edl \u2013 znalosti funguj\u00ed p\u0159edev\u0161\u00edm jako \u201ezesilova\u010d\u201c pozitivn\u00edho vn\u00edm\u00e1n\u00ed. Nejd\u016fle\u017eit\u011bj\u0161\u00edm (pro Evropu mo\u017en\u00e1 p\u0159ekvapiv\u00fdm) zji\u0161t\u011bn\u00edm je, \u017ee cesta sni\u017eov\u00e1n\u00ed obav je v kone\u010dn\u00e9m d\u016fsledku mnohem m\u00e9n\u011b \u00fa\u010dinn\u00e1. Data ukazuj\u00ed, \u017ee i kdy\u017e informovanost m\u016f\u017ee sn\u00ed\u017eit strach z rizik, tento pokles obav nem\u00e1 na v\u00fdsledn\u00e9 n\u00e1kupn\u00ed rozhodnut\u00ed zdaleka tak siln\u00fd vliv jako aktivn\u00ed pos\u00edlen\u00ed v\u00edry v konkr\u00e9tn\u00ed p\u0159\u00ednosy. Zjednodu\u0161en\u011b \u0159e\u010deno \u2013 spot\u0159ebitel, kter\u00fd se p\u0159estane b\u00e1t, si produkt nemus\u00ed koupit, ale spot\u0159ebitel, kter\u00fd vid\u00ed jasn\u00fd u\u017eitek, k n\u00e1kupu sm\u011b\u0159uje c\u00edlev\u011bdom\u011bji.<\/p>\n\n\n\n<p>Budoucnost GM potravin v 21. stolet\u00ed pravd\u011bpodobn\u011b nebude ur\u010dena v laborato\u0159\u00edch, ale v informa\u010dn\u00edm prostoru. Pro zv\u00fd\u0161en\u00ed akceptace mezi mlad\u00fdmi lidmi studie doporu\u010duje opustit defenzivn\u00ed postoj \u201evyvracen\u00ed m\u00fdt\u016f\u201c a m\u00edsto toho se zam\u011b\u0159it na srozumiteln\u00e9 vysv\u011btlov\u00e1n\u00ed p\u0159\u00ednos\u016f pro zdrav\u00ed, udr\u017eitelnost a \u0159e\u0161en\u00ed glob\u00e1ln\u00edch probl\u00e9m\u016f. Pokud dok\u00e1\u017eeme opustit \u201estrach devades\u00e1t\u00fdch let\u201c a nab\u00eddneme mlad\u00e9 generaci dostatek relevantn\u00edch informac\u00ed, m\u016f\u017eou se genetick\u00e9 modifikace st\u00e1t standardn\u00edm a respektovan\u00fdm n\u00e1strojem pro zaji\u0161t\u011bn\u00ed udr\u017eiteln\u00e9ho \u017eivota na na\u0161\u00ed planet\u011b.<\/p>\n\n\n\n<p>Zdroj: biotrin.cz<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Studie proveden\u00e1 v\u00fdzkumn\u00edky z FPT University, jej\u00edm kampusem s\u00eddl\u00edc\u00edm v jihovietnamsk\u00e9m m\u011bst\u011b Can Tho, zji\u0161\u0165ovala, jak znalosti ovliv\u0148uj\u00ed vn\u00edm\u00e1n\u00ed a n\u00e1kupn\u00ed rozhodov\u00e1n\u00ed generace Z ohledn\u011b geneticky modifikovan\u00fdch (GM) potravin. Studie byla publikov\u00e1na v \u010dasopise Journal of Agriculture and Food Research a zji\u0161\u0165ovala, jak informace ovliv\u0148uj\u00ed postoje mlad\u00fdch spot\u0159ebitel\u016f pr\u00e1v\u011b ve Vietnamu. Zaji\u0161t\u011bn\u00ed potravinov\u00e9 bezpe\u010dnosti se [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"1080","footnotes":""},"categories":[69,72],"tags":[],"class_list":["post-4679","post","type-post","status-publish","format-standard","hentry","category-aktualita","category-top"],"_links":{"self":[{"href":"https:\/\/www.spzo.cz\/index.php?rest_route=\/wp\/v2\/posts\/4679","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.spzo.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.spzo.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.spzo.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.spzo.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4679"}],"version-history":[{"count":1,"href":"https:\/\/www.spzo.cz\/index.php?rest_route=\/wp\/v2\/posts\/4679\/revisions"}],"predecessor-version":[{"id":4681,"href":"https:\/\/www.spzo.cz\/index.php?rest_route=\/wp\/v2\/posts\/4679\/revisions\/4681"}],"wp:attachment":[{"href":"https:\/\/www.spzo.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4679"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.spzo.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4679"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.spzo.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4679"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}