Vliv CSR komunikace fast fashion značek na spotřební chování Generace Z

The aim of this thesis is to analyse how CSR communication of fast fashion brands influences brand perception and consumer behaviour of generation Z in the Czech Republic. The theoretical part defines the concepts of corporate social responsibility and their application in the marketing communication of the fashion industry. It describes the specifics of fast fashion, the phenomenon of greenwashing, and characterises generation Z and its consumer behaviour. The practical part includes an analysis of the CSR communication of H&M and Shein and primary research conducted through a questionnaire survey and in-depth interviews. The results provide insights into the credibility of fast fashion brands' claims, consumers' ability to identify greenwashing, and the factors influencing their purchasing decisions. Based on the findings, recommendations are formulated on how CSR communication can better engage young consumers.