Společenská odpovědnost firem v módním průmyslu a její vnímání spotřebiteli

The thesis deals with the social responsibility of companies in the fashion industry with a focus on the perception of this issue by consumers. Consumer behavior is also analyzed in terms of the perception of the price difference for products from a socially responsible company. In addition, the work specializes in the impact of social responsibility on the buying intention. Finally, the perception of individual pillars of CSR by consumers and the willingness to pay higher prices for activities related to individual domains are discussed. The research uses an experimental method using scenarios that induce buying situation. A scenario questionnaire is then presented to consumers. Statistical data evaluation is used for the research. The conclusions of the thesis present a positive perception of CSR by consumers, as well as an increasing buying intention in response to corporate social responsibility. The research reveals a willingness to pay up to 10% higher price for a product created by a socially responsible company in the fashion industry. Finally, the research results show important domains for consumers, that is, the customer domain and the environmental domain and the employee domain, for which the consumer perceives an acceptable price difference.