Společenská odpovědnost firem v letecké dopravě a její vliv na nákupní rozhodování spotřebitele

This diploma thesis deals with the topic of corporate social responsibility (CSR), specifically with the influence on consumer purchasing behaviour in the field of aviation industry. The aim of this diploma thesis is to evaluate the forms and fulfillment of CSR activities of selected airlines and to examine the impact of these activities on consumer purchasing decisions. Based on the findings, several managerial recommendations are subsequently presented on how to better communicate social responsibility and how to strengthen the company's competitiveness through CSR activities. The first part of this work deals with the theoretical basis for the research part, where a separate chapter deals with corporate social responsibility in aviation industry. The practical part first analyzes the concept of social responsibility of selected airlines and then evaluates its own questionnaire survey, which maps the position of social responsibility in the aviation industry, as a criterion for consumer purchasing decisions.