Společenská odpovědnost firem v módním průmyslu a její vnímání spotřebiteli

This diploma thesis aims to find out how consumers perceive corporate social responsibility in the fashion industry. Research questions deal with the most important CSR dimension for consumers, what is the relationship between perception of CSR dimensions and CnSR dimensions and how perception of those dimensions affects their real consumptions. First part of the thesis presents current finding in field of CSR in the fashion industry and research focused on the customer perception of CSR. Primary data for own mixed research was obtained through online survey and experiment with semi-structured interviews. Based on those primary data, analysis was performered. The main findings are importance of environmental dimension of CSR, evidence of the relationship between customer perception of CSR and CnSR and the proof that CSR and CnSR are considered in the customer purchasing decisions, however the price and quality are the most important criteria for the real consumption of fashion products.