Marketingová komunikace udržitelných značek módy na Instagramu

This thesis deals with the marketing communication of sustainable fashion brands on Instagram. The main goal of the thesis is to recommend a suitable method of communication on Instagram for sustainable fashion brands in the Czech market. The thesis is divided into four chapters, where the first chapter is devoted to online marketing, and the importance of social media for company marketing is pointed out, with a focus on Instagram. The second chapter focuses on sustainable fashion and introduces the so-called green consumer or the Czech and American markets for sustainable fashion together with the current situation and trends in these markets. The third chapter presents the relationship between marketing and sustainable fashion, defines the terms "green marketing" and so-called greenwashing, deals with sustainable fashion certificates, and last but not least, secondary research on the analysis of the communication of sustainable brands on the American and Czech markets is presented, where the current trends and methods of communication of selected American and Czech sustainable fashion brands on Instagram are pointed out. The fourth chapter is devoted to the practical part, namely primary quantitative research in the form of a questionnaire survey among Czech Instagram users who are following sustainable fashion brands. Finally, suitable communication for Czech sustainable fashion brands is proposed.