Eticko-právní aspekty komunikace udržitelnosti v módním průmyslu

This bachelor thesis focuses on the greenwashing phenomenon in the fashion industry and its assessment from an ethical and legal perspective. The objective of the thesis was to evaluate the deceptive practices of selected fashion brands and propose measures for transparent and responsible sustainability communication that genuinely reflects the Sustainable Development Goals (SDGs). The theoretical part of this thesis defines key sustainability concepts, such as CSR and ESG, and outlines the current and upcoming European legal framework, including the Unfair Commercial Practices Directive (UCPD) and the proposed Green Claims Directive. The practical part then focuses on a comparative case study of three global brands from different market segments (Gucci, H&M, Shein), demonstrating specific deceptive practices and the "decoupling" mechanism. Based on the gathered information, specific strategic and regulatory recommendations were proposed to prevent greenwashing. The results of this thesis can be utilized by fashion organizations to transition toward verifiable reporting, as well as by European supervisory bodies for more effective consumer protection.