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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 - 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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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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Greenwashing as a trend of fast fashion industry in the Czech market with a focus on H&M and Mango
Baráthová, Veronika ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis explains the theory and principles of functions of green marketing and greenwashing. Both of these marketing tactics are currently popular trends. The author has introduced and applied the fundamentals of greenwashing into textile industry and fashion brands. When defining these terms, another topic of sustainability and environmental impact of fashion industry has been researched. The analysis of the issues mentioned above is based on interviews with fashion and lifestyle bloggers, stylists, designers and other respondents, who actively engage with the topic of fashion industry or sustainable fashion. The beginning of the theoretical part contains definition and characteristics of the term Corporate social responsibility (CSR), on which green marketing and eventually its unfair form called greenwashing are based. The greenwashing principles are followed by an explanation of the term fast fashion, it's impact on environment and consumer's buying behaviour. The term of fast fashion is lately expanded by the topic of sustainability in fashion industry and its opposite model referred to a slow fashion. The theoretical chapter has been used as a starting point for the following practical research. The practical part is divided into two sections - descriptive part and research. In...
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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 marketing on the Czech market with special focus on marketing communication
Lhotský, Radek ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
This thesis analyses the use of green marketing in the Czech market. Green marketing is once and again a globally discussed topic. The practice is spreading into business strategy and business communication, where it is commonly used as a competitive advantage or as a tool to lower costs. After definitions of related terms of green marketing and green consumer, the thesis offers an overview of the basic principles of marketing and marketing communication. These serve as a theoretical framework for the next part. Further, it presents various strategic tools and techniques of green marketing, used by companies from all around the world. The practical part is dedicated to the analysis of business communication in the Czech Republic, focusing on model examples of green marketing communication. Possible opportunities for the use of green marketing strategies in the Czech market are discussed in the final conclusions.
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Criticism of marketing communication of Czech selected cosmetic brands in terms of green marketing and concept of ‚greenwashing' - brands Ryor and Manufaktura
Braunová, Karolína ; Shavit, Anna (advisor) ; Hejlová, Denisa (referee)
Bachelor thesis "Criticism of marketing communication of Czech selected cosmetic brands in terms of green marketing and concept of ‚greenwashing' - brands Ryor and Manufaktura" points to the dangers of greenwashing communication techniques of these Czech firms. It analysis different channels of their marketing communication and aims to answer the question whether the consumers can be confused, when from the impression of these brands they expect that their products would be green. In both analyzed firms, with the use of critical and semiotic analysis of their materials, it was showed that their communication does not correspond to the defined term natural cosmetics. Furthermore, this thesis studied the perception of selected brands by consumers, mainly in context of proclaimed natural character. From the own questionnaire it was found that almost 50% of respondents believe that Manufaktura is a natural brand and 30% that Ryor is a natural brand. However, research showed that large percentage of respondents is not certain, or perceives inconsistency between real content of products and firm's marketing. The result of this thesis is finding that consumers can be confused by communication of cosmetic firms, which without proof proclaim that they make natural cosmetics, and therefore these firms commit...
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