Role environmentální odpovědnosti při rozhodování spotřebitelů o nákupu

Abstract

The bachelor thesis deals with the role of environmental responsibility in consumer purchase decision-making. The main aim of the thesis was to find out how consumers perceive environmentally friendly and sustainable products, what role these products play in everyday purchases, and what barriers may influence their purchasing decisions. The thesis consists of a theoretical and a practical part. The theoretical part presents the basic background of sustainable marketing, environmental responsibility and consumer behaviour. The practical part focuses on the analysis of research results obtained through an online questionnaire survey. The research involved 225 respondents. Based on the obtained results, the conclusion of the thesis presents the main findings, suggestions and recommendations.