Analýza využití emocí v environmentálním marketingu

Abstract

This diploma thesis is focused on the analysis of the use of emotions in environmental marketing. The aim of the work was to find out whether environmental marketing can address consumers and what emotions this topic evokes in them. The work is divided into a theoretical part, where the basic concepts, starting points and characteristics of the market are defined. All information was drawn from professional literature and verified internet sources. The practical part is devoted to the analysis of data that were obtained using an online questionnaire survey. Based on the research results, proposals and recommendations were formulated.