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Greenwashing and its recognition by customers
Kohlová, Barbora ; Rosenfeldová, Jana (advisor) ; Zavadilová, Tereza (referee)
The aim of this thesis is to analyse the perception of greenwashing products from the perspective of end users. In the theoretical part, the author first introduces green marketing from which greenwashing is based. Subsequently, greenwashing, its definitions, history, and practices that are important to identifying greenwashing products are discussed in more detail. Also mentioned is the eco-labels function, which is also related to greenwashing practices. In the practical part, the author uses three criteria from the theoretical part to identify three products with greenwashing signs. Using the in-depth interview method, the possibility of identifying greenwashing products by the customers themselves was investigated and their attitude to these products was then investigated. As a result it has been found, that customers are most concerned about composition, eco-labeling, and greenwashing products from organic products.
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Greenwashing as a trend of fast fashion industry in the Czech market with a focus on H&M and Mango
Baráthová, Veronika ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis explains the theory and principles of functions of green marketing and greenwashing. Both of these marketing tactics are currently popular trends. The author has introduced and applied the fundamentals of greenwashing into textile industry and fashion brands. When defining these terms, another topic of sustainability and environmental impact of fashion industry has been researched. The analysis of the issues mentioned above is based on interviews with fashion and lifestyle bloggers, stylists, designers and other respondents, who actively engage with the topic of fashion industry or sustainable fashion. The beginning of the theoretical part contains definition and characteristics of the term Corporate social responsibility (CSR), on which green marketing and eventually its unfair form called greenwashing are based. The greenwashing principles are followed by an explanation of the term fast fashion, it's impact on environment and consumer's buying behaviour. The term of fast fashion is lately expanded by the topic of sustainability in fashion industry and its opposite model referred to a slow fashion. The theoretical chapter has been used as a starting point for the following practical research. The practical part is divided into two sections - descriptive part and research. In...
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Green Marketing in the Digital Age
Halamková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
The goal of the Green Marketing in the Digital Age Bachelor's thesis is to contribute to the Czech discourse on green marketing with contemporary findings, explore the relations among the classical marketing theory, the green movement and new opportunities of the digital age as well as to analyse the current situation in the area of green marketing on the Czech market. The theoretical part recapitulates the historical evolution of green marketing, describes the current situation, and suggests prospective future progress in the area. Furthermore, it focuses on the main challenges in the communication of environmental themes and sets them in the context of the digital age, new media and its advantages that may hold the key to solving said challenges. Finally, it provides two sets of good practice principles for responsible and website communication. The practical part draws up on the theoretical one with the use of selected principles from each set as the assessment criteria for analysing the style and quality of green communication on corporate website across industries. The results of the analysis provide a compact overview in the form of numeric scores and an additional commentary for each industry. The practical part concludes with the final evaluation of results and a set of suggestions for further...
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Greenwashing in fashion indrustry with special focus on H&M
Kadlečková, Daniela ; Vranka, Marek (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis deals with the subject of greenwashing, its presence in fashion industry and it focuses on an example of one of the world's leading fashion companies - H&M. The theoretical part describes the concept of corporate social responsibility which represents a framework of all ecological initiatives of every company, it analyses its environmental aspects and explicates terms of sustainability and green marketing. The following chapter deals with the concept of greenwashing, its definitions, origins and history. The subsequent chapter describes the system of the fashion industry, its driving mechanisms that caused rapid acceleration of the textile production over recent decades, it tries to depict its impact on the environment and analyses selected sustainable efforts that are commonly made by fast fashion brands in the field of environmental CSR. The last chapter of the theoretical part deals with H&M and its history, it describes its green policy and analyses selected environmental activities that could be considered as an example of greenwashing. The practical part examines the perception of the brand H&M by confrontation of the consumers with positive or negative information about its green activities. This quantitative research was realized in the form of survey experiment.
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Green marketing on the Czech market with special focus on marketing communication
Lhotský, Radek ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
This thesis analyses the use of green marketing in the Czech market. Green marketing is once and again a globally discussed topic. The practice is spreading into business strategy and business communication, where it is commonly used as a competitive advantage or as a tool to lower costs. After definitions of related terms of green marketing and green consumer, the thesis offers an overview of the basic principles of marketing and marketing communication. These serve as a theoretical framework for the next part. Further, it presents various strategic tools and techniques of green marketing, used by companies from all around the world. The practical part is dedicated to the analysis of business communication in the Czech Republic, focusing on model examples of green marketing communication. Possible opportunities for the use of green marketing strategies in the Czech market are discussed in the final conclusions.
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Green marketing in DM drogeriemarkt company
Bakalářová, Jana ; Báča, Ladislav (advisor) ; Koudelková, Petra (referee)
The Bachelor's thesis entitled Green Marketing in DM drogeriemarkt company deals with the analysis of a new marketing approach/attitude also known as an environmental or green marketing, which has become very popular. The two preliminary chapters of my bachelor thesis are devoted to theoretical explanations, terms and definitions on the basis we can more develop it to a deeper description of marketing terms. The following part introduces a green marketing itself from it's definition through history to it's uncertain future. The main part of my bachelor thesis is the analytical part concerned on marketing mix of bioproducts sold in the surveyed company in a combination with the organic products on the Czech market. The analysis contains a bioproduct analysis in terms of visual appearance, but also their composition, environmental indication, pricing policy and also company's marketing communication.
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New methods of marketing in libraries
Steklá, Zuzana ; Landová, Hana (advisor) ; Dombrovská, Michaela (referee)
In last few years marketing become one of the key processes in libraries. Marketing is used as an efficient tool of competitive struggle and means for defining the identity of the library, it is also new way of communication with library users. Libraries could use tools of classic marketing, which are primarly intended for profit organizations, but they have to be aware of differences between profit and nonprofite sector. These differences are goals of the organization, its directions and management of finances. The base of quality marketing is environment analysis, user analysis, segmentation, targeting and positioning. Current trends lead libraries to use new marketing methods. Most popular methods are guerilla marketing, social media marketing, mobile marketing and green marketing. Guerilla marketing and social media marketing are useful for libraries because of their low costs. Creating of campaigns requires investment of information, knowlege and creativity. Mobil marketing allows library to reach its users in any life situation. Green marketing helps library to promote itself as organization with human face, which care about the environment. Creation of marketing campaign have to follow these procedure: determine the reasons for creating of the campaign, take into consideration real opportunities of...
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Green behavior of retail chains (TESCO, Penny, Kaufland)
PRAŽMOVÁ, Andrea
The thesis deals with the application of green marketing, respectively Green behaviour of retail chains Tesco Stores, Penny Market and Kaufland Czech Republic in the territory of the regional city České Budějovice. The main aim is thus to determine whether these retail chains use green marketing and behaviour to what extent, based on the set of indicators and whether the customers of these chains reflect green marketing and behaviour in their purchasing decisions. The theoretical part is focused on definitions of basic and related concepts such as green marketing, green economy, customer purchasing behaviour and theoretical definitions of selected indicators of green behaviour. The practical part summarizes the information obtained from interviews with representatives of retail chains and analyse customer behaviour through a questionnaire survey. The main finding of the thesis is that although retail chains use green marketing, customer's purchasing decisions is not affected by this type of marketing. Customers prefer a price range and distance to stores from the residence or from the working place. The thesis also found that each chain has its clients, who have the same features of behaviour.
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Analysis of ecolabelling in the Czech Republic
Kubátová, Lucie ; Šmída, Zbyněk (advisor) ; Riedl, Marcel (referee)
Ecolabelling is concept that means eco-labeling, and even here in the Czech Republic, with it becoming more and more. The main task of eco-labeling is to draw attention to the products or services that are environmentally friendly to the environment. This is done mainly through certified brands. In the Czech Republic there is a large number, the most famous is Environmentally friendly product. Thesis acquaints with selected ecological brands. Recently, there is a large development of environmental labeling react to that company and try to regulate their production in the right direction. Ecolabelling is a green marketing tool, whose main objective is to achieve efficiency organic way. Therefore, companies create green strategy that attracted customers and build such an ecological image. The main objective is to introduce ecolabelling, a comparison of selected Czech, European and global eco-label. It is also important to highlight the abuse of so-called eco-labeling. Greenwashing.
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Green marketing in the Loving Hut.
Vu Dinh, Giang ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
In the first part the thesis will deal with the concept of green marketing and its history. The next part is about the basic rules of successful green marketing. In practical part the company Loving hut and its green marketing strategy is briefly introduced. Then the survey is used to analyze customers' perception on the products of this company. The first hypothesis (that vegans constitute only marginal part of Loving Hut's customers) is confirmed by the survey. The second hypothesis (that customers perceive Loving Hut's green activities) is refuted.
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