Role marketingu v cirkulární ekonomice – případová studie firmy IKEA

Companies around the world are increasingly recognizing the benefits and opportunities that transitioning to a circular economy can bring, not only for their competitiveness but also for society as a whole. This thesis explores the role of marketing in the transition to a circular economy and focuses on the communication strategy of IKEA. The aim of the thesis is to determine how IKEA communicates the principles of circular economy to consumers and what impact this marketing communication has on the motivation and purchasing behaviour of Czech consumers. To achieve this aim, the research was conducted in the form of a case study that included an analysis of IKEA's communication strategy, content analysis of advertising spots, and a questionnaire survey. Based on the findings, recommendations were provided to IKEA on how to further develop its communication strategy and what marketing tools to use to increase awareness of the circular economy and motivate customers to adopt circular consumption. This thesis offers valuable insights not only to IKEA but also to other companies that want to address this topic.