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Greenwashing as Unfair Competition Practice
Hamáčková, Magdalena ; Hurychová, Klára (advisor) ; Patěk, Daniel (referee)
Greenwashing as Unfair Competition Practice Abstract: The thesis focuses on one of the major obstacles in the fight against climate change, greenwashing. Given the difficulty in defining and the diversity of this phenomenon, this thesis aims to introduce greenwashing and examine it through the lens of unfair competition law. In particular, it examines whether greenwashing can be an unfair competition act, i.e. whether it fulfils the general unfair competition clause, whether it can possibly also fulfil one of the special unfair competition acts and whether the current unfair competition legislation is sufficient or whether it would be appropriate to create a new special unfair competition act regulating greenwashing. The first chapter of the thesis focuses on competition, defines competition law and discusses the basic concepts related to competition. All of this is important in order to subsequently highlight how competition is changing in the context of environmental protection efforts and related activities and what threats it faces. The second chapter continues with the definition of the law against unfair competition, explains the nature of unfair competition, introduces the general clause of unfair competition and describes in more detail the three most important specific acts of unfair competition...
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Význam udržitelnosti v oděvním průmyslu
Kavulová, Aneta
The bachelor thesis deals with the importance of sustainability in the clothing in-dustry from the point of view of companies and consumers. The issue of the cloth-ing industry is still a current topic in our society, it is necessary to look for more sustainable principles and procedures, as well as innovations that can help to solve these problems. To fulfil the goal, qualitative research was conducted in the form of semi-structured interviews (n = 8 for companies, n = 13 for consumers), also available secondary data were explored. The obtained data were assessed with use of content analysis and conclusions were drawn. Among the main recommen-dations is that companies devote themselves to educating their customers, as a lack of information has a significant negative impact on consumer behavior.
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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.
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Greenwashing in the language of advertising
Pimperová, Žofie ; Lobenstein-Reichmann, Anja (advisor) ; Bučková, Tamara (referee)
Today, environmental protection and sustainability issues are also becoming increasingly important as climate change progresses rapidly. With this, the number of companies claiming to be environmentally friendly and doing something for the climate is growing. They present their commitments in sustainability reports, paint their brands green and invest in advertising portraying them as great fighters against climate change. When these statements are false, such advertising can be described as greenwashing. But it can be hard to spot. The aim of this bachelor thesis is to analyze the linguistic devices in advertising related to the topic of sustainability and to find out which ones are repeated. First, the language of advertising and greenwashing will be introduced, then the methods of analysis, and, finally, individual examples of advertisements will be characterized and analyzed. Certain keywords, metaphors, syntax and corpus will be considered in the analysis. The work of Nina Janich, Peter Grice or Armin Burkhardt will also be used as a starting point for the analysis. Finally, the advertising posters, videos or other advertising texts of specific companies (IKEA, RWE, C&A, Shell, DB, REWE and Frosch) will be critically examined and compared with other climate promises of the companies in...
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Self - greenwashing among young people aged 18 do 35
Křivánková, Simona ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this paper is to describe the consumer behaviour of young people in the Czech Republic in relation to sustainability. The thesis operates with the concept of self- greenwashing, which defines categories of young people's behavioural deviation from environmental values. The theoretical section describes greenwashing, on which the concept is based, then discusses the findings to date in relation to sustainability and concludes with a conceptualisation of the concept of self-greenwashing. The research section first describes the data collection method using focus groups and the data processing method using open and axial coding. Three focus groups were conducted with a total of 15 respondents ranging in age from 18 to 35 years. The results of the research confirmed the prevalence of self-greenwashing among young people and divided them into three groups according to their declared interest in environmental protection and real actions and influences on their behavior.
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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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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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Sustainable fashion as part of the circular economy
PUDIVÍTROVÁ, Jitka
This thesis deals with the environmental impacts of the fashion industry and their mitigation through the application of sustainable and circular principles. It clarifies the basic terminology in the field of sustainable fashion and analyzes the attitude of Czech consumers to this type of fashion goods based on data from executed research. It also examines the extent to which circular principles are part of the production processes of Czech fashion manufacturers.
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Meaning of the term eco-frinendly behaviour to Generation Z
Beranová, Eliška ; Rosenfeldová, Jana (advisor) ; Shavit, Anna (referee)
The topic of ecology and eco-friendly behaviour is very current and often debated, as it is an issue that concerns us all and our future. The main objective of this paper is to find out what does Generation Z perceive as eco-friendly behaviour, both in the context of the behaviour of the respondents themselves and in terms of their interpretation and perception of corporate behaviour. The thesis comprises a theoretical section dealing with green marketing, green behaviour and related theoretical concepts, and a practical section that includes the research itself. The research was conducted using a qualitative method in the form of semi-structured interviews, which were then analysed using thematic analysis and open coding. The analysis of the conducted interviews shows that Generation Z mainly interprets the concept of eco-friendly behaviour as reducing their personal footprint, being led by waste sorting. In the context of companies, eco-friendly behaviour according to Generation Z then includes eco-friendly products and their packaging. However, it is also important for it not to be only a pose, ecology should actually be at the core of the company's business and its main philosophy.
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