Analýza vplyvu zeleného marketingu na správanie spotrebiteľov v reťazci rýchleho občerstvenia

Abstract

The topic of the bachelor thesis is the influence of green marketing on consumer behavior at McDonalds. The aim of the work was to find out how consumers perceive the ecological side of society and to what extent green marketing can influence them. The theoretical part characterizes the basic terms and the company McDonalds. The next part is practical which focuses on the analysis of the questionnaire and the evaluation of the hypotheses leading to the final proposals and recommendations.