Vliv CSR aktivit na spotřební chování v módní oblasti

The thesis focuses on CSR activities of companies in the fashion industry and consumer perceptions and preferences of companies operating in this industry. The theoretical part defines the key concepts related to consumer behaviour and the already established context and describes the CSR activities within the fashion industry. In the research part, the MML-TGI data in the thesis outlines the consumption preferences of the selected research sample. Through a questionnaire survey, the main aspects influencing consumers to buy clothes, on what basis they choose a company, their experience of greenwashing and how they perceive the social responsibility of companies in the fashion industry and specifically at Inditex are identified. Semi-structured interviews were used to clarify the issues of low awareness of CSR, the impact of greenwashing on consumer behaviour and the reasons for the preference for fast fashion. The last section summarizes the main contributions of the thesis, the overall findings of the thesis, its limitations, and recommendations to companies in the fashion industry that either have CSR activities or are thinking of incorporating them into their business concept.