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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.
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Generation Y and Its Perception of Sustainable Fashion within Czech and Austrian Culture
Márová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This diploma thesis analyzes millennials' perception of sustainable fashion in two Central European countries - the Czech Republic and Austria. The main goal is to observe how millennials regard sustainable fashion, what factors affect their intention to purchase sustainable fashion, and what kind of role plays cultural differences. The research was conducted via questionnaire, and the data analyzed by numerous statistical methods - t-test, linear regression. Overall, the millennials have a positive relationship toward sustainable fashion. Both groups of millennials differ in their willingness to pay more for sustainable clothing in case of lacking comfort. Furthermore, Czechs and Austrians differ in the score of PDI and IND indexes. These two cultural dimensions do somehow influence millennials' perception of sustainable fashion. Key words: sustainable fashion, millennials, luxury fashion, culture, TPB
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The impact of social media on social participation and quality of life of the elderly in the Czech Republic
Přiklopilová, Jana ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
The Czech population is ageing, and the number of seniors continues to grow year on year. At the same time, the number of working seniors, who currently make up one tenth of the Czech workforce, is increasing. There is also a decline in the number of extended family structures, which more often provide the necessary social network and support, compared to narrower nuclear family types. That is not the only reason why there is an increase in the number of lonely seniors, who are isolated from the world and social relations and who stop participating in social activities. It is estimated that one in three seniors across the globe struggles with loneliness. With the advent of modern information technology, the question arises whether virtual contact can help to address the issue of loneliness and improve the social participation of seniors. The aim of this thesis was to provide a deeper insight into the situation in the Czech Republic, outlining potential benefits and risks as well as possible barriers for this demographic group. This research found that Czech seniors use social media not only to maintain relationships with their family and friends, but also to broaden their horizons in the field of hobbies and take an active interest in current and political events. Social media can thus be a tool...
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Media analysis of the coverage of the event by the Czech and Slovak main TV news: Shooting attack in Bratislava on 12 October 2022
Hruška, Ondřej ; Jirků, Jan (advisor) ; Schneiderová, Soňa (referee)
The master thesis entitled Media analysis of the coverage of the event by Czech and Slovak main news TV channels: Shooting attack in Bratislava on 12 October 2022 examines the media coverage of the terrorist attack that took place in October 2022 in Slovakia. The theoretical part defines concepts such as reality, objectivity and agenda setting. A large part consists of a discussion of the specifics of television news coverage, which is the subject of our work. The media coverage of the event that this thesis examines raises a number of ethical issues, which is why the theoretical part deals not least with journalistic ethics. The practical part initially introduces the shooting attack in Bratislava in more detail and the objectives of this media analysis. It then focuses on the methodology of each research question, introduces the media studied and then presents the results for each of the research questions. The main aim of the thesis is to find out how different the media coverage of this event was, both on individual TV stations and between countries. In doing so, the focus was on mapping the evolution of media discourse on the topic, analysing the frames offered of the event or the position of the topic in relation to other stories in the main news coverage. Special attention was paid to...
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Marketing strategy of Codex Labs on the Czech market
Pavlíček, Filip ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The aim of this bachelor's thesis was to evaluate the marketing strategy of the cosmetics company Codex Labs and to propose improvements in relation to its typical customer. However, such data was not available, so the next objective of the research was to define this customer. The target group of Codex Labs was determined on the basis of a questionnaire survey in which 122 Czechs participated. Respondents were selected using stratified random sampling based on highest educational attainment and gender. A SWOT situational analysis of the external and internal environment was used to assess the current marketing strategy of the brand. The marketing strategy categories evaluated were defined using the marketing mix theory, supplemented with elements of social marketing. The results of the questionnaire survey showed that the typical Codex Labs customer is a woman aged 25-34 who is actively interested in ecology and healthy living. This customer is happy to pay extra for organic packaging and natural ingredients, but insists that such products are just as effective as conventional ones. The analysis of the current marketing showed that Codex Labs has a well-adapted distribution strategy, brand positioning and strong social networks. However, in order to maintain its place in the market, the company...
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Greenwashing in fashion industry: perspective of GenZ
Kyselová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the subject of greenwashing, its occurrence in the fashion industry and focuses on a specific target group - generation Z. The theoretical part first describes the concept of green marketing, its definition, benefits for companies and society, as well as its criticism. The following chapter focuses on greenwashing, its history, the most common practices and then the strategy for sustainable communication. The final chapter of the theoretical part of the work is devoted to the fashion industry itself, fast fashion and trends. Next, Generation Z, its perception, purchasing and consumption behavior is brought up. In the practical part, based on the theoretical part, the author defines three areas of questioning for use in qualitative research. The interviews are conducted in a semi-structured manner. The analysis of the interviews then tries to answer the research question of the perception of greenwashing by Generation Z.
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The Means and Influences of Communication in Fashion in 18th and 19th Century England
Sekal, Monika ; Halada, Jan (advisor) ; Schneiderová, Soňa (referee)
This master's thesis is set to analyze communication tools of fashion in Great Britain in the 18th and 19th century. It studies the meanings, symbolisms, and communication tools of fashion, primarily in the context of the aristocracy and royalty of Great Britain, using primary sources supported by secondary literature. First, it describes the period with emphasis on the key historical events and goes on to describe fashion and clothing customs in the set period. Next it focuses on the relation between fashion and the state economy, communication through fashion, describing more meanings of fashion and its symbolisms. Afterwards it compares fashion and its development across Great Britain, France and the United States. An important part of this thesis is also an insight into the behavioral customs of men and women of the period through a fictional interview with a lady and a gentleman, based on information gathered from primary sources. This master's thesis analyzes the communication tools of fashion in the 18th and 19th centuries. It studies the meanings, symbolisms, and tools of communication in fashion, primarily in relation to the aristocracy and royalty of Great Britain using primary sources supported by secondary literature. It begins with a description of the period under study, focusing on...
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Comparation of marketing communication and positioning of the company Burger King in Czech republic and USA in the period of 2019-2021
Utíkal Řeháková, Adéla ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the comparison of the marketing communication of Burger King in the Czech Republic and the USA in the years 2019-2021. The theoretical part of the thesis contains an explanation of basic marketing concepts such as marketing mix and communication mix. Furthermore, it presents Hofstede's theory of cultural dimensions applied to the Czech Republic and the USA and states the influence of psychological aspects on the perception of marketing communication. At the end of the theoretical part, the functioning of fast food restaurants and their anchoring in the legal system of both countries is presented. In the practical part, an analysis of Burger King's communication mix for the given countries was carried out, as well as a subsequent analysis of individual marketing campaigns that took place in the selected time period. Subsequently, a comparison of findings was made for individual countries, from which final recommendations for Burger King communication in the Czech Republic were drawn.
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