Attitudes of Stakeholders and Consumers towards Ethical and Environmental Marketing

Daniya Dyussengulova

Bakalářská práce

Abstract:

This Bachelor Thesis aims to study the attitudes of different stakeholders, consumers and employees, towards Ethical and Environmental practices in Socially Responsible Marketing and Corporate Social Responsibility. It is also designed to highlight the general importance of CSR and SRM, due to the increased attention towards the environmental and social issues around the world. It is specifically focused on Environmental and Socially Responsible Marketing. The theoretical part provides an extensive explanation of both, CSR and SRM, as well as the positive impact that they can have on company’s performance. The thesis is also focused on deceptive marketing practice, Greenwashing, and the dangers it poses to the business. The practical part of the thesis studies consumers attitude towards Greenwashing and false advertising and aims to learn through a survey, whether SRM can help raise public awareness of the environmental and social issues. The practical part further studies the employees’ attitudes towards ethical and environmental CSR, with the objective to identify the benefits that it can bring to employees and the company itself.

Keywords

Socially Responsible Marketing, Corporate Social Responsibility, Greenwashing, Ethical Marketing, Ethical CSR, Environmental Marketing, Environmental

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 15. 3. 2021

Obhajoba závěrečné práce

• Vedoucí: Daniel Rosenhaft Swain, Ph.D. MA

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics Policy and Administration / Business Administration