Etika v managementu kosmetického průmyslu

Abstract

This thesis examines ethics in the management of the cosmetics industry, the importance of which has been growing in recent years due to consumers’ increasing sensitivity to the environmental, social, and health impacts of cosmetic products. Cosmetics are no longer viewed merely as a means of personal grooming, but also as a choice that reflects the consumer’s values and the manufacturer’s responsibility. The aim of this thesis is to analyze and evaluate ethical aspects in the cosmetics industry from the perspective of both companies and consumers. The theoretical section defines basic concepts such as business ethics, codes of ethics, and ethical decision-making, and further examines the characteristics of the cosmetics industry, its problematic aspects, and certifications. It also includes an analysis of the concepts of corporate social responsibility, ESG, and stakeholder theory. The practical section consists of a comparative case study of two brands and a questionnaire survey among consumers. The results show that the approach to ethics differs among companies primarily in the degree to which it is integrated into strategic management. While one of the brands systematically communicates ethical and environmental aspects, the other focuses more on product functionality and safety. The questionnaire survey further demonstrated that most respondents are willing to pay a higher price for ethical cosmetics, though most often only up to 10%, which confirms persistent price sensitivity. At the same time, it was found that consumer awareness regarding certifications and legislation is limited, and some respondents view ethics as a marketing tool. The study thus highlights the discrepancy between companies’ communication of ethics and consumers’ perception of it. Based on these findings, recommendations are formulated aimed at increasing transparency, substantiating ethical claims, and educating consumers.