Even in situations when welfare state budgets can be considered generous, many socially responsible, beneficial activities remain that cannot survive without the financial support of private individual or corporate donors. The article seeks an answer to questions of to what extent the willingness to donate one’s own money depends on wealth and income, and what the role of other socio-cultural factors is. The data about the amount of private and corporate donations in particular regions of the Czech Republic in the period of the years 2011–2015 is compared with data about the regional economic prosperity and income. The regression analysis results show that it was only possible to explain to certain level the amount of donations by the rate of the wealth of firms and individuals in particular regions. In case of the companies, it is a medium-strong correlation, while the correlation is strong in terms of individuals. Particularly in terms of the corporate donation, the willingness to donate is significantly related also with other, non-economic factors in the region.

The goal of the article is to describe factors influencing purchases of organic food by consumers in a selected area of the Czech Republic. We have researched and analysed reference books and studies focused on the topic to fulfil the goals of the article. Data acquired during a questionnaire survey with selected consumers was used as primary data. The impact of different factors on the purchase of organic food was researched based on an effect of demographic indicators. Hypotheses were stated to study relations among variables, and we examined the statistical importance and correlation of particular hypotheses. We used another statistical method – a decision tree – to seek connections between the variables. The results show that purchases of organic food are influenced by the price, the taste, the sense of health and the content. The connection between the researched factors and demographic indicators is usually low and statistically insignificant.

Culture, where also the promotion of popular music belongs, is a part of the market. This article deals with the use of marketing communication in the field of musical events, especially of folk and country music. The article also points out that the results of effective marketing in culture should not only focus on the drawing of customers but also on building and maintaining the relationship with them. This fact is also confirmed by a survey, which was interested in the increase of audience interest especially of the young people. The survey showed that the given genre is not typical for modern youth. The festival organizers should take into account their life-styles and adapt to it by the means of traditional or new elements of communicational mix, when trying to make an impression on the new public.

PurposeHealth is an essential issue in the motivation to eat organic food. The aim of the study is to investigate the relationship if people who have a positive view of a healthy lifestyle (want to live healthy) have an influence on the tendency to buy organic food.Design/methodology/approachThe analysis of secondary data dealing with the issue was supplemented by primary data. In order to meet the main aim, a preliminary objective was set which was to determine the influence of socio-demographic factors on the recommended lifestyle. Specifically, the largest statistically significant difference in influence on healthy lifestyle was gender, followed by education and age. The survey was conducted in the period of January–May 2019 on a sample of 1,373 respondents from Slovakia.FindingsThe data was evaluated by means of selected specific statistical methods (Kruskal–Wallis test, Man-Whitney test and Decision tree methodology). The results of the research verified that the lifestyle of Slovak consumers has an influence on the consumption of organic products and that people who practise healthy eating buy organic food more often. Our research has shown that lifestyle is increasingly influencing consumer purchasing behaviour.Originality/valueThe results showed that today's healthy lifestyle increases the demand for healthy food among potential consumers. Furthermore, the presented results of our research in Slovakia could establish some basis for conducting similar research in other European countries.

Purpose -The Internet is now becoming part of the 55 and up generation. This study assumes that there is an increasing number of elderly people using the Internet. Based on this assumption, this article's objective is to explore the impact of selected demographic characteristics on Internet usage variables. These variables include the frequency of the Internet use, the Internet access location, the type of information sought, and the overall frequency of use of this media for a particular purpose.Design/Methodology/Approach -The introduction presents the theoretical background of the topic and is followed by a section focusing on the evaluation of primary research data. This data includes the use of a correlation coeffi cient that measures the level of dependence between the variables studied. Another tool used during research is called a decision tree. A decision tree detects the variable with the strongest infl uence on the Internet use. In this case, the variable was the location used to access the Internet.Findings and implications -When examining the conditionality between demographic variables and the Internet use, we are talking about independence or, more precisely, a slight dependence. This has to do with the fact that seniors of all ages use the Internet regardless of demographic factors. It is more about social infl uences. SažetakSvrha -Internet postaje dio života generacije od 55 i više godina. Istraživanje pretpostavlja da sve više raste broj starijih osoba koje koriste internet. Na temelju ove pretpostavke, cilj je rada istražiti utjecaj izabranih demografskih obilježja na varijable korištenja interneta. Te varijable uključuju učestalost korištenja interneta, mjesto pristupa internetu, vrstu traženih informacija te ukupnu učestalost korištenja ovog medija za određenu svrhu.Metodološki pristup -Uvod predstavlja teorijsku pozadinu teme, a slijedi ga dio rada koji je usredotočen na procjenu podataka prikupljenih primarnim istraživa-njem. Ti podaci uključuju korištenje koefi cijenta korelacije koji mjeri razinu zavisnosti između promatranih varijabli. Drugi alat koji se koristi tijekom istraživanja naziva se stablo odlučivanja. Ono otkriva varijablu s najjačim utjecajem na korištenje interneta. U ovom slučaju to je bila varijabla lokacija s koje se pristupa internetu.Rezultati i implikacije -Pri ispitivanju uvjetovanosti između demografskih varijabli i korištenja interneta, govori se o nezavisnosti ili preciznije, neznatnoj zavisnosti. To se odnosi na činjenicu da starije osobe svih dobi koriste internet bez obzira na demografska obilježja. To je više uvjetovano društvenim utjecajima.Ograničenja -Podatke dobivene ovom analizom nije moguće primijeniti na cijelu Republiku Češku. Vol. 29, No. 2, 2017, pp. 125-138 Limitations -It is not possible to take the data found in this analysis and apply it to the Czech Republic as a whole.Originality -Based on the research results, we can refute any signifi cant impact of demographic characteristics on the Internet use by seniors. The discourse describ...