Dopady greenwashingu na nákupní intence a důvěru spotřebitelů ve značku v cestovním ruchu

This thesis addresses the issue of greenwashing in tourism, its impacts on consumer purchase intentions, and trust in consumer brands. The thesis is divided into two parts. Theoretical and practical part. The theoretical part provides a comprehensive outlook on current trends in tourism, highlights environmental challenges in the industry, and explains why some companies use environmental themes in their marketing campaigns to achieve higher profits while using deceptive advertising. The practical part focuses on analyzing the perception of young consumers (the Millennials and Generation Z) regarding environmentally misleading advertisements. The research was conducted using an online questionnaire survey, and its results showed that deceptive ecological advertisements do not influence the purchasing intentions of young consumers and their trust in the brand as originally intended. Thus, the thesis brings new insights into consumer behavior and highlights the need for changes in legislation and oversight of deceptive advertising. It also offers interesting stimuli for further research.