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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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Green marketing a jeho využití ve vybraném podniku
Žáková, Dominika
The bachelor thesis is concerned with green marketing and its use in a selected company, which is the cosmetics company Notino, s.r.o. Its aim is to propose ways of communication that would lead to strengthening the relationship between the company and its customers using green marketing. The theoretical part is based on the literature and explains the basic concepts of marketing and the issue under study. The results of the findings of the individual factors influencing customers in purchasing and appropriate marketing recommendations were determined according to the analysis of the internal environment of the organization, its external environment and questionnaire survey. The individual suggestions for the development of marketing strategy are determined for each selected segment, where the results showed that respondents would most welcome communication directly on the product page and on social media, while they are most influenced by price, quality and brand when buying cosmetic products.
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Potravinový odpad a motivy vedoucí generaci Z k uvědomělé spotřebě
Bártová, Tereza
Food waste can be reduced, but unfortunately, like other waste, it is unavoidable and simply occurs in households without us realising it. So what happens to the food that ends up in the bin? They rot in landfills, where they become greenhouse gases that cause negative climate change. That is why it is so important to inform households about this issue, to make them aware of the environmental impact of their behaviour and to motivate them to be more sustainable. The research problem is to identify what attitudes Generation Z young people have towards food waste segregation, whether they would like to learn more about this issue and what form of communication they would like to be addressed with to motivate them to think and, ideally, change their behaviour. Then, based on the identification, propose recommendations to reach this generation.
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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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The Perception of Sustainable Statements of Fashion Brands from the Perspective of Customers
Rybářová, Eliška ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
In my bachelor's thesis I focus on how customers perceive sustainable statements of fashion brands. I investigate how customers' opinions influence their purchasing behaviours and how they respond to sustainable communication of fashion brands. The aim of this thesis it to find out whether customers act in accordance with their sustainability beliefs and to what extent they allow themselves to be influenced in their decision-making. The thesis is divided into a theoretical and a practical part. In the theoretical part I introduce the reader to the concepts of sustainability, green marketing, green washing and purchasing behaviour. I give examples of organisation that are actively trying to establish a sustainable society. In the practical part I introduce the reader to the research methodology. I present the data collected from quantitative research supplemented with data from the qualitative research. Finally, I evaluate the research results and answer the research questions.
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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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Research: Generation Zs attitudes towards fast fashion industry
Kosaková, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This bachelor's thesis focuses on the analysis of the complex relationship between representatives of Generation Z and fast fashion chains. Its goal is to define the basic aspects of the purchasing relationship with the brands of these chains and to evaluate the main attitudes of the representatives. The emphasis is also on sustainability, which is an increasingly mentioned topic in the fashion industry. The work is divided into two parts, theoretical and practical. In the theoretical part, the issue of fast fashion is presented using the example of its history and its modern form together with marketing strategies. Generation Z is also analysed both from the point of view of their main characteristics and consumer behaviour. The practical part is devoted to the analysis of in-depth interviews with representatives of the generation group, who bring their personal opinions and attitudes to fast fashion chains and sustainability. The qualitative research method was used for the research, thanks to which it is possible to look more deeply and better analyse the feelings and attitudes of the respondents.
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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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Green Marketing in the Digital Age
Halamková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
The goal of the Green Marketing in the Digital Age Bachelor's thesis is to contribute to the Czech discourse on green marketing with contemporary findings, explore the relations among the classical marketing theory, the green movement and new opportunities of the digital age as well as to analyse the current situation in the area of green marketing on the Czech market. The theoretical part recapitulates the historical evolution of green marketing, describes the current situation, and suggests prospective future progress in the area. Furthermore, it focuses on the main challenges in the communication of environmental themes and sets them in the context of the digital age, new media and its advantages that may hold the key to solving said challenges. Finally, it provides two sets of good practice principles for responsible and website communication. The practical part draws up on the theoretical one with the use of selected principles from each set as the assessment criteria for analysing the style and quality of green communication on corporate website across industries. The results of the analysis provide a compact overview in the form of numeric scores and an additional commentary for each industry. The practical part concludes with the final evaluation of results and a set of suggestions for further...
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Green communication: case study of the outdoor clothing company Patagonia Inc.
Krchová, Eva ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
Tato diplomová práce, Byla, nebyla jedna firma, a ta se jmenovala Patagonie, se zabývá případovou studií outdorové značky Patagonia a jejích aktivistických transmediálních obsahových projektů, s důrazem na nejaktuálnější kampaň značky: Zachraňte Bears Ears. Park Bears Ears je obdobou české chráněné krajinné oblasti, jejíž status ale současný americký prezident Donald Trump nedávno neautorizovaně sebral. Zatímco se firma zabývá výrobou a prodejem kvalitního outdoorového oblečení, tak se Patagonie ve stejnou dobu také aktivně angažuje do veřejného dění. Firma informuje své zákazníky zejména o stavu životního prostředí prostřednictvím svćyh multimediálních poutavých příběhů nesoucí prvky žurnalistiky. Patagonie usiluje o podněcování veřejnosti a ostatních firem zapojovat se do občanské společnosti, změnit spotřební chování nejen zákazníků, ale i výrobců, s konec̆ným cílem udržitelné ochrany této křehké planety, kterou my všichni obýváme. Patagonie potvrzuje své altruistické odhodlání prostřednictvím svého oficiálního firemního hesla: "Jsme v businessu, abychom zachránili planetu."
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