(Ne)udržitelnost udržitelného spotřebního chování

The thesis is focused on the issue of (un)sustainable consumption behavior of young people in the selection and purchases of smartphones with regard to the environmental aspects of consumption and product. The aim of the work is to determine the determining factors of (un)sustainable behavior of selected target groups in the purchase of researched products. In this context, the strategies of selected companies in the sector will also be analyzed, and the possible consumer response to them will be examined. The work will have a standard division corresponding to the qualification work of the given type. The first part will define the theoretical and methodological basis for further elaboration of the topic. In the second part, the researched problems will be solved with the help of theoretical-empirical methods. The results of the work will expand the current state of knowledge in the field on the Czech market. It will also provide information for more accurate decision-making by marketing professionals in the field.