National Repository of Grey Literature 3 records found  Search took 0.01 seconds. 
Greenwashing - the fake sustainbility phenomenon in cosmetic industry
Šimlová, Angelika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
Today, the public is overwhelmed by so-called green terms on the packaging of cosmetic products. Marketing communication is moving towards its green version, which is oriented to satisfy the growing interest in environmental protection. This paper explores Generation Z's perception of the false sustainability phenomenon and its impact on trust and purchasing decisions. Results suggest that most respondents are informed about brands' green efforts through social media. The data also show that trust in brands is influenced not only by communicated values but also by the actual delivery of green promises. The research also reveals that most members of Generation Z are familiar with the concept of greenwashing. However, only a minority of them factor greenwashing into their purchasing behaviour. The conclusions of the paper provide insights into the perceptions and behaviours of Generation Z in relation to widespread green marketing and its downsides.
Greenwashing - the fake sustainbility phenomenon in cosmetic industry
Šimlová, Angelika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
Currently, the public is overwhelmed with so-called "green" terms on cosmetic product packaging. Marketing communication is shifting towards its green version, which aims to satisfy the growing interest in environmental protection. At the same time, a dangerous space is emerging, which brands use to deceive the public through inadequate communication about the impact of their products on the environment. The focus of this thesis is on this false sustainability in the cosmetics industry, also known as greenwashing. Research targeting Generation Z and their perception of this phenomenon reveals that even the younger generation, with access to a vast amount of information on the topic, becomes confused and skeptical due to the overuse of green terms in marketing campaigns. This skepticism extends even to brands that are genuinely moving in the right direction and following the rules that are set. A significant problem lies in the lack of proper legislation and the approach of many companies that deceive customers for the sake of higher profits, thereby undermining the credibility of other cosmetic brands in the market.
Analysis of the two movie versions about The Third Wave movement - German battle with the past versus the true event in the USA
Šimlová, Angelika ; Zelená, Alena (advisor) ; Emler, David (referee)
This thesis presents the topic of a school experiment that simulated Nazi Germany. The main focus of the research is the analysis of two movies that were made based on the real story from 1967 in California. High school teacher Ron Jones tried to show his students the ease with which the young Germans voluntarily wanted to be part of the Hitler Jugend because they could not believe why would the Germans willingly do all the horrible things that led to the Holocaust. With the experiment of Ron Jones, they follow their leader equally blind, feel good to be part of their new Third Wave movement. This simulation is presented in two movies, Die Welle (2008) from Germany and The Wave (1981) from the USA. The aim of this thesis is to make an overview of the differences between these two versions of the story considering the relationship between the two nations with the topic. With help of theories made by Aleida Assmann about the traumatic past and the collective memory of a nation, I try to explain the different backgrounds of the movies. Furthermore, I point out the reactions to both the Die Welle and The Wave, which are influenced not only by the cultural and social environment, but also by the aesthetics of the movie, frame, music, and other technical aspects of the movie-making. The analysis of the...

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