Green marketing a greenwashing v oděvním průmyslu – Lucie Pánková
Lucie Pánková
Master's thesis
Green marketing a greenwashing v oděvním průmyslu
Green marketing and greenwashing in the fashion industry
Abstract:
Tato diplomová práce reflektuje aktuální výzvy a příležitosti, kterým čelí oděvní průmysl v kontextu otázek udržitelnosti. Zaměřuje se na generaci Z, která vyrůstá ve světě plném udržitelnostních diskusí, avšak stále volí nákupy neodpovídající jejich proklamacím. Zároveň zkoumá green marketing a greenwashing v oděvním průmyslu, kde zájem o udržitelné produkty narůstá, ale zároveň stoupá i riziko klamavých …moreAbstract:
This master's thesis reflects on the current challenges and opportunities faced by the fashion industry in the context of sustainability issues. It focuses on Generation Z, which is growing up in a world full of sustainability discussions but still makes purchases that do not align with their proclamations. The thesis also explores green marketing and greenwashing in the fashion industry, where the …more
Language used: Czech
Date on which the thesis was submitted / produced: 8. 12. 2023
Identifier:
https://vskp.vse.cz/eid/91638
Thesis defence
- Date of defence: 16. 1. 2024
- Supervisor: Květa Olšanová
- Reader: Petr Juriš
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttps://vskp.vse.cz/eid/91638
Vysoká škola ekonomická v Praze
Master programme:
Mezinárodní obchod
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