Mezigenerační srovnání vlivu green marketingu na spotřebitelské chování v módním průmyslu

Abstract

This thesis focuses on the impact of green marketing on consumer behaviour in the fashion industry, with an explicit focus on intergenerational comparisons between Generations X and Z. The aim of the thesis was to find out how both generations perceive the concept of sustainability and how their attitudes are reflected in their purchasing behaviour. The theoretical part defines the key concepts related to generations, green marketing, fashion market and their interrelations, while the findings are complemented by the results of thematically close research from domestic and foreign environments.

The analytical part is based on quantitative research conducted in the form of an online questionnaire survey. The collected data were analysed using appropriate statistical methods in order to test the relationships between the selected variables. Cluster analysis is also part of the analysis to provide deeper insight into the issue of consumer behaviour across generations.

The results of this thesis suggest that although the two generations have different value preferences, it makes sense to target green marketing activities to both groups. The thesis also provides concrete recommendations for companies to adapt their communication strategies in promoting sustainable products to be effective and to match the value preferences of each generation.