The Plastic Age: Evaluation of Green Marketing Communication of Infiberry s.r.o. - Frusack

Bc. Lucie Stejskalová

Diplomová práce

Abstract:

This diploma thesis sets two objectives. The first aim is to evaluate the current marketing communication of Infiberry s.r.o., specifically of their pilot product Frusack, to identify its deficiencies and to subsequently propose a set of measures that will lead to more effective communication. The second partial aim of the thesis is to determine the level of consumers’ awareness of the problem with disposable plastic and whether it corresponds to their purchasing behaviour. The theoretical part of the diploma thesis is based on the literature review. It introduces an overview about the principles of green marketing, marketing communication, communication mix and an introduction to the problematics related to the practical part of the thesis. In the practical part of the thesis, an overall characteristic of the company is elaborated and its current situation evaluated. To achieve a complete analysis of marketing communication, a semi-structured interview with the CEO of Infiberry s.r.o. was conducted. For the analysis of consumers’ behaviour and the influence of Frusack’s marketing communication, method of quantitative data collection with the use of questionnaire was used.

Keywords

Green Marketing, Marketing Communication, Communication Mix, Green Consumer, Environment, Disposable Plastics, Start, up, Reusable bags

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 28. 3. 2019

Obhajoba závěrečné práce

• Vedoucí: Ing. Ladislav Pilař, MBA Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

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