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Upcyklace a motivy vedoucí k uvědomělé spotřebě
 Fričová, Dominika
The diploma thesis deals with motives that lead consumers to conscious consumption. The goal of the work is to design a communication campaign that will support the concept of upcycling among consumers and increase awareness of this issue. The theoretical part approaches the topic of circular economy, upcycling and waste management. The practical part examines the behavior of consumers and their motivation in the upcycling process. Based on the results of the quantitative and qualitative investigation, marketing communication is designed, which aims to support the concept of sustainable consumption and upcycling among consumers.
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