Greenwashing v módním průmyslu se zaměřením na společnost H&M

• Název práce v češtině: Greenwashing v módním průmyslu se zaměřením na společnost H&M
• Název v anglickém jazyce: Greenwashing in fashion indrustry with special focus on H&M
• Klíčová slova: greenwashing, green marketing, módní průmysl, udržitelnost, H&M, společenská odpovědnost firem, dotazníkový experiment
• Klíčová slova anglicky: greenwashing, green marketing, fashion industry, sustainability, H&M, corporate social responsibility, survey experiment
• Akademický rok vypsání: 2015/2016
• Typ práce: bakalářská práce
• Jazyk práce: čeština
• Ústav: Katedra marketingové komunikace a public relations (23-KMKPR)
• Vedoucí / školitel: Mgr. Ing. Marek Vranka
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 24.06.2016
• Datum zadání: 24.06.2016
• Datum a čas obhajoby: 13.06.2018 08:00
• Datum odevzdání elektronické podoby: 11.05.2018
• Datum proběhlé obhajoby: 13.06.2018
• Oponenti: doc. PhDr. Denisa Hejlová, Ph.D.

Seznam odborné literatury

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Předběžná náplň práce

Tato bakalářská práce se zabývá tématem greenwashingu, jeho výskytem v módním průmyslu a zaměřuje se na příklad jedné z největších světových oděvních společností - H&M. Teoretická část nejprve popisuje koncept korporátní odpovědnosti, který představuje rámec veškerých ekologických iniciativ každé společnosti, rozebírá jeho environmentální oblast a seznamuje s pojmy udržitelnost a green marketing. V následující kapitole se věnuje samotnému pojmu greenwashing, jeho definicím a historii vzniku. Následuje kapitola o samotném módním průmyslu, která přibližuje hnací mechanismy, které zapříčinily prudké zrychlení jeho produkce v uplynulých desetiletích, snaží se popsat jeho vliv na životní prostředí a rozebírá vybrané snahy o udržitelnost, které fast fashion značky často uplatňují v rámci svého environmentálního CSR. Závěrečná kapitola teoretické části se zabývá společností H&M, popisuje její historii a následně rozebírá její zelenou politiku a analyzuje vybrané environmentální aktivity, které mohou být považovány za příklad greenwashingu. Praktická část práce prostřednictvím kvantitativního výzkumu ve formě dotazníkového experimentu zkoumá vnímání značky H&M spotřebiteli konfrontovanými s pozitivními či negativními informacemi o jejích ekologických aktivitách.

Předběžná náplň práce v anglickém jazyce

This bachelor thesis deals with the subject of greenwashing, its presence in fashion industry and it focuses on an example of one of the world's leading fashion companies - H&M. The theoretical part describes the concept of corporate social responsibility which represents a framework of all ecological initiatives of every company, it analyses its environmental aspects and explicates terms of sustainability and green marketing. The following chapter deals with the concept of greenwashing, its definitions, origins and history. The subsequent chapter describes the system of the fashion industry, its driving mechanisms that caused rapid acceleration of the textile production over recent decades, it tries to depict its impact on the environment and analyses selected sustainable efforts that are commonly made by fast fashion brands in the field of environmental CSR. The last chapter of the theoretical part deals with H&M and its history, it describes its green policy and analyses selected environmental activities that could be considered as an example of greenwashing. The practical part examines the perception of the brand H&M by confrontation of the consumers with positive or negative information about its green activities. This quantitative research was realized in the form of survey experiment.