Udržitelnost v kosmetickém průmyslu a její vliv na spotřebitele

The topic of the diploma thesis is related to sustainability in the cosmetic industry and its impact on consumers. The aim of the thesis was to find out whether and to what extent sustainability is important for consumers when buying cosmetic products and based on the findings to recommend how to implement the sustainability of cosmetic products into the company's strategy and communicate it to customers. The work is divided into theoretical and practical part. In the theoretical part, a literary search was created, which was processed on the basis of Czech and foreign professional literature. In the practical part, the impact of sustainability of cosmetic products on consumers in the Czech Republic was evaluated using an online questionnaire survey. Primary and secondary research has shown that sustainability affects consumers when buying cosmetics. As consumers become more aware of sustainability issues, their interest in product composition is growing and their preferences are changing. The market for sustainable cosmetics is still relatively small, but in the future it will expand and its importance and therefore cosmetics companies should focus on sustainability.