The subject of this thesis is the evaluation criteria and involvement of Generation Z consumers in the purchase of chocolate products. Chocolate products are confectionery food items available at various retail locations, and within the category, there are different types of products. In today's market, an increasingly significant group of consumers is made up of members of generation Z. The influence of this generation on the market is increasing, and the preferences and consumption habits of its members differ from those of previous generations. Therefore, it is necessary to investigate the behavior of these consumers in the category of chocolate products. Studying the evaluative criteria and involvement of consumers, members of this generation, when choosing a product, is useful for marketing experts so that they can successfully design marketing activities aimed at this market segment. For the purposes of this thesis, an online survey questionnaire was used, and a purposive sampling procedure was applied (n = 102 respondents, adult members of Generation Z who had purchased a chocolate product in the past three months and consume chocolate products). The results show the prevailing affective and situational consumer involvement of the respondents, members of generation Z, while at the same time, most respondents disagree with statements related to enduring and cognitive involvement. Furthermore, taste and quality are the most important evaluation criteria of consumers, members of generation Z, when choosing chocolate products, but they always strive to get the best value for money, often selecting chocolate products that are on sale. Despite this, price is not the most important selection criterion of members of generation Z, and they do not choose the cheapest chocolate products. The brand of the chocolate product is more important to them than the packaging or the country of origin in the case of the observed product category.