Využití strategie cause related marketingu v otázce environmentálního problému znečištění plasty

The aim of this thesis is to evaluate the cause relationship marketing campaign, which is composed of adidas cooperation with the non-profit organization Parley for the Ocean on the Czech market. This cooperation involves collecting plastic pollution from the ocean and processing them into materials from which adidas manufactures sporting goods. In the theoretical part of the thesis is described corporate social responsibility, cause related marketing and green marketing. To fulfill the goal of the thesis, the practical part focuses on analyzing the Czech media, which demonstrates that the issue of ocean pollution in the Czech Republic is growing in popularity. There is also a triple research of qualitative and quantitative methods. Based on the results, it is possible to analyze the distribution network, the company itself and the final consumer. In conclusion, the thesis summarizes the outcomes of these surveys and suggests possible solutions to make adidas cause related marketing more effective.