Vliv zeleného marketingu na chování spotřebitele v kosmetickém průmyslu

Abstract

This bachelor thesis deals with the influence of green marketing on consumer behavior in the cosmetics industry. The main purpose of this thesis was to find out whether the consumer is influenced by the choice of cosmetics by the fact that there are green variants of cosmetic products and what leads him to use it. The work consists of two parts - theoretical and practical. The theoretical part presents the theoretical background and characteristics of the natural cosmetics market. The practical part focuses on the analysis of research results, which was carried out in the form of an online questionnaire survey. The obtained data were processed in the IBM SPSS Statistics program. Based on the research results, specific proposals and recommendations for expanding the circle of consumers of natural cosmetics were presented.