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Fairtrade in international companies
Lakoštíková, Eliška ; Dvořák, Antonín (advisor) ; Kolínský, Ondřej (referee)
This bachelor´s thesis is dedicated to the issue of Fairtrade certification in international companies. The main objective is to analyse the benefits of obtaining certification for chosen companies and the impact on their image considering attitudes and consumer awareness of Fairtrade trademark. Thesis is divided into three chapters. The aim of the first chapter is to familiarize the reader with the term fair trade, its historical development and to focus more closely on the role and activities of the World Fair Trade Organization. The second chapter concentrates on Fairtrade certification, specifically FLOCERT, the main certification and controlling body, and Fairtrade International. The chapter describes the process and criteria for obtaining certification, and the last subchapter informs the reader about the three basic types of Fairtrade trademark. The third chapter consists of a questionnaire on consumer awareness about Fairtrade trademark and analysis of companies, such as Ben & Jerry´s a Pfanner. Information about companies was obtained through publicly available resources and individual interviews with representatives of these companies. The synthesis of the results of these two researches fulfilled the main goal of this thesis.

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