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Heuristiky v rozhodování spotřebitelů na trhu udržitelných potravin
 Kučerová, Anna
Sustainability and sustainable food are an increasingly discussed topic in society. Their importance is increasing due to the protection of the environment, which is being destroyed by the food industry. The diploma thesis was created with the aim of creating a proper marketing communication strategy to promote sustainable food in the Czech Republic. The objective was achieved through the analysis of a questionnaire survey in which 750 respondents (n=750) participated. Based on their responses, marketing recommendations for increasing sales of sustainable food were developed, supported by behavioural theories of consum-er behaviour.
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