Udržitelnost retailových řetězců v Evropě se zaměřením na Českou republiku a Německo

This bachelor’s thesis examines differences in sustainability practices among retail chains in Western and Eastern Europe. Specifically, the thesis focuses on the Kaufland Česká republika chain and the Kaufland, Lidl, and tegut retail chains in Germany. The aim of the thesis is to determine whether there are differences in the sustainability practices of retail chains in Eastern and Western Europe, to critically evaluate the sustainable activities of selected fast-moving consumer goods retail chains in Germany, and, based on the findings, to propose ways to apply these practices to the environment of Kaufland Česká republika. This is achieved by determining how customers of Kaufland Česká republika perceive the sustainability practices implemented by the company through a questionnaire survey, conducting a SWOT analysis of sustainability at Kaufland Česká republika based on secondary data, and comparing the sustainable activities carried out by Kaufland Česká republika with those of the retail chains Kaufland, Lidl, and tegut in Germany. Based on these components, additional sustainable activities were proposed for Kaufland Česká republika, which were consulted with the company’s CSR manager.