Adéla Drozdová
Bachelor's thesis
Greenwashing se zaměřením na společnost H&M
Greenwashing with a focus on company H&M
Abstract:
Tématem bakalářské práce je Greenwashing se zaměřením na společnost H&M, které jako jeden z nejznámějších fast fashion řetězců čelilo obviněním z nekalých marketingových praktik v podobě greenwashingu. Práce poskytuje pohled na dnešní trend udržitelnosti ve firmách, okolnosti jeho vzniku a právě na to navazující trend zeleného marketingu, který je často využíván firmami pouze jako strategie k nalákání …moreAbstract:
The topic of the bachelor's thesis is greenwashing with a focus on the H&M company, which as one of the most famous fast fashion chains faced accusations of unfair marketing practices in the form of greenwashing. The work provides an insight into today's trend of sustainability in companies, the circumstances of its origin, as well as the follow-up trend of green marketing, which is often used by companies …more
Language used: Czech
Date on which the thesis was submitted / produced: 29. 4. 2024
Thesis defence
- Supervisor: Ing. Lucie Pražáková
- Reader: František Zjevík, MSc. DiS.
Citation record
Full text of thesis
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Institution archiving the thesis and making it accessible: NEWTON University Group, Vysoká škola NEWTONNEWTON University Group
NEWTON UniversityBachelor programme:
Economics and Management
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