Greenwashing in food processing industry with special focus on Nestlé

Bc. Adéla Nevrlá

Diplomová práce

Abstract:

This thesis deals with the introduction of green marketing and greenwashing, which is its“dark side“. Greenwashing is an activity that enables businesses to gain an environmentalimage without actually practicing environmental activities (or practicing them to the extentthat they state). There are also introduced other new forms of marketing communicationthat are becoming to be an integral part of the modern world. The work is focused on thefood industry, with one of the major companies in the industry, Nestlé. It is also introducedin the theoretical part, including history and development. Subsequently, its environmentalpractices are described, which can be considered to be an example of greenwashing. In thepractical part, the perception of Nestlé by the consumer was examined by quantitativeresearch, in the form of a questionnaire experiment. The consumer was confronted withpositive or negative information about company‘s environmental activities. The researchwas aimed at students of the Czech University of Life Sciences Prague, Faculty ofEconomics and Management. The purpose of this work was to find out whether thisproblem is generally known and possibly point it out.

Keywords

Greenwashing, Green Marketing, Nestlé, marketing, corporate social responsibility, survey experiment

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 29. 3. 2019

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management