Analýza spotrebiteľského chovania pri zavádzaní opatrení zeleného marketingu

Abstract

This bachelor thesis explores consumer behavior in relation to environmental efforts, focusing on how people perceive and use the deposit-refund system for beverage containers in Slovakia. The theoretical part explains key concepts of consumer behavior, especially the influence of environmental thinking, and introduces tools of green marketing used by sustainable businesses. The practical part is based on research that includes a questionnaire and interviews to better understand what motivates people to return containers, what problems they face, and how they see the system overall. The results show that most people view the system positively, but there are still issues with communication, trust, and how well the system works in practice. Based on these findings, the thesis offers suggestions to improve the system, such as clearer information, more transparency, and the use of digital solutions. The thesis also highlights the important role of informed and active consumers in building a more sustainable future and points out the need to match green solutions with what people really need and expect.