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Social media activism: an analysis of how climate activists use Instagram and encourage green behaviour among their followers.
Márkus, Maja Olívia ; Neag, Annamária (advisor) ; Shavit, Anna (referee)
Climate crisis is arguably one of the most pressing issues of our societies currently. As social media has become an important part of our everyday lives and is a tool with the capacity to influence the opinion and behaviour of people, this master thesis wants to explore how climate activists portray themselves on the visual social media platform Instagram and encourage offline green action among their followers. The research is based on the qualitative content analysis of 12 semi-structured interviews with young climate activists who use Instagram and the analysis of their posts. The thesis uses Goffman's presentation of self in an online context, internet activism, the personalisation of politics, social media influencers and climate communication as its theoretical framework. Results showed that climate activists not only use social media strategies of influencers on Instagram (often unwillingly), but also heavily rely on the personification of their messages and sharing aspects of their personal lives to establish connections with their followers. Climate activists interviewed qualified as micro-influencers, which allowed them to form deep relationships with their audience because of the small follower base and gave them the possibility to assess the extent of their impact on their audience's...
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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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Opportunity and feasibility study
Černá, Kristýna ; Dvořák, Jiří (advisor) ; Syrovátka, Oldřich (referee)
The theme of this master´s thesis is a feasibility analysis of planned construction of an enviromentally friendly hotel in the Czech context on the example of Yves Rocher company. The reason for choosing this topic is my interest in the enviromental pro-tection and an effort to point out the advantages of implementing the principles of enviromentally aware into the company´s own strategy. The thesis focuses on the interests of potential clientele and the level of viability of the future accommodation facility with the goal of verifying whether there is realistically a chance of profitability of a project involving the construction of an enviromentally friendly hotel in the Czech enviroment. A complete analysis is carried out during the pre-stage to determine the above mentioned aspects and it´s main focus is an opportunity study and feasibility study. Public opinion data was gathered using a survey among 160 independent respondents. SLEPT analysis was used for a detailed analysis of the external environment of the enviromentally friendly hotel. It´s technical functionality allows detailed characterization of each segment including the impacts that any action in those given segments can have. These impacts can be a key indicator for establishing the required market stability. The SWOT analysis was used for the final summary of the gathered results. This summary was then implemented in the Logical Framework approach with the goal of final recapitulation of the project´s design.
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