Green marketing se zaměřením na oděvní značky

Abstract

The bachelor thesis deals with the application of green marketing for clothing brands. The aim of this bachelor thesis is to explore green marketing with a focus on fashion brands and its applications in the green market, as well as to find out people's attitudes towards responsible brands and their perception of the problem of overconsumption. To achieve the set goals, quantitative research was chosen, namely the questionnaire survey. The theoretical part focuses on the basics of green marketing, the practical part contains the characteristics of Zara and H&M and a general analysis of the slow mods market in Europe, including its meso environments and macro environments. In the practical part, the evaluation of the questionnaire survey is made. The results of the research are described in graphs and commented on. Based on the results, proposals and recommendations are presented, which serve mainly consumers who buy clothes, as well as manufacturing companies.