Role ekologických certifikací v podnikové praxi kosmetických firem v České Republice

This bachelor thesis examines the role of ecological certifications in the business practice of cosmetic companies in the Czech Republic. The aim of the thesis is to evaluate how ecological certifications influence the operation of selected Czech cosmetic companies and how they are used in building brand value and customer trust. The theoretical part defines certifications and environmental labelling as tools of market communication, discusses companies’ motivations for obtaining them, their possible benefits, costs, and barriers, and subsequently introduces selected certification schemes relevant to the cosmetic industry in the Czech context. It also examines the relationship between certifications, consumer perception, trust, and the risk of greenwashing. The practical part is based on qualitative research conducted through semi-structured interviews and written communication with representatives of five Czech cosmetic companies using ecological certification. The results show that certifications are not perceived by companies merely as a marketing tool, but as a continuous process influencing the selection of raw materials, product development, production, quality control, administration, and supplier relationships. The main motivations for obtaining certification include confirming product quality, increasing credibility, supporting export activities, and reflecting the value orientation of the brand. At the same time, certifications are associated with financial, administrative, and organizational demands. In relation to customers, certifications mainly play a supporting role: they strengthen trust and brand transparency, although they are usually not the main factor influencing purchasing decisions.