Společenská odpovědnost firem v módním průmyslu a její vnímání spotřebiteli

This diploma thesis deals with the issue of corporate social responsibility in the fashion industry (CSR - Corporate Social Responsibility). It aims to compare the perception of social responsibility in two culturally different countries (the Czech Republic and Mexico). The theoretical part describes the term social responsibility and consumer behavior in the fashion industry. The practical application part presents specific examples of CSR activites of fast fashion brands. Qualitative research is also conducted in the form of a questionnaire survey and partially structured interviews with 10 respondents. The research found that there are differences in the perception of CSR activities between Czech and Mexican consumers, and also that information about social responsibility is more important to Mexican consumers than to Czech consumers. In conclusion, the perception of social responsibility between Czech and Mexican consumers is compared.