Hodnocení uplatňování prvků green marketingu ve fast fashion obchodech

Abstract

This bachelor thesis deals with the evaluation of the application of green marketing elements in selected fast fashion stores. The main objective of the thesis is to evaluate the level of ecological communication in specific stores of the brands H&M, Zara, and C&A (rather than the brands as a whole) and to assess whether their local point-of-sale activities, combined with their online presentations, correspond to real sustainability principles or exhibit signs of greenwashing. The theoretical part defines the concept of green marketing, eco-labelling, and the phenomenon of greenwashing within the fashion industry. The practical part is based on primary research conducted using the mystery shopping method in three specific branches located in the Avion Shopping Park Ostrava, with each store visited twice. The results revealed significant differences between the examined branches and confirmed the existence of a discrepancy between the global online declarations of the brands and the reality at a specific point of sale. While the C&A store provided customers with the most externally verifiable certifications and the H&M branch focused on recycling programs, a fundamental contradiction indicating clear greenwashing at the local level was found regarding the examined Zara store. In the conclusion, based on the findings from these selected branches, practical recommendations are formulated to increase the transparency of ecological communication.