publication . Bachelor thesis . 2016

Green marketing and its impact on consumer behaviour

Gajdoš, Michal;
Restricted Slovak
  • Published: 01 Jan 2016
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
This bachelor thesis is devoted to green marketing, and how this kind of marketing affects consumer behaviour. Describes in detail what is green marketing and its components, and also describes the negative part of green marketing - greenwashing. It also deals with the topic of corporate social responsibilty and in the last theoretical part with the consumer beahviour. In the practical part was created quantitative research in the form of online survey, which aimed at identifying people's awareness of green marketing knowleadge of green marketing, what opinion this consumers have about eco-friendly products and the impact of green marketing on buying decisions o...
ACM Computing Classification System: GeneralLiterature_REFERENCE(e.g.,dictionaries,encyclopedias,glossaries)
free text keywords: chování spotřebitelů; generace Y; consumer behaviour; green marketing; generation Y
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