Komunikace greenwashingu v kosmetickém průmyslu

The topic of this bachelor‘s thesis is the communication of greenwashing in the cosmetics industry. In recent years, there has been a trend of communication on environmental issues, to which most industries, including the cosmetics industry, are responding. But with this came the dark side in the form of greenwashing. Companies present themselfes as responsible, but the reality is different. This fact leads to a number of negative effects, from the destruction of the environment to the destruction of our health. The aim of the work is to create a simple manual, based on the analysis of communication of specific cosmetic brands. The analysis is performed in terms of overall communication with emphasis on the communication of environmental issues. The aim of the manual is to help detect unfair tactics by cosmetic manufacturers. Everyone who cares about their own health and wants to make more sustainable consumer decisions should have this manual. Based on the research, it was concluded that greenwashing is beeing used very often in the cosmetics industry. This topic concerns each of us, both in our personal and professional lives. Therefore, people should continue to learn about it and learn to know the truth from misinformation. People lack the right education, even though they want to live more sustainably. For this reason, consumers need to be educated and provided with simple instructions that they can apply to their lives. Therefore, a manual was created, which proposes a simple procedure for recognizing harmful cosmetic products, which was the aim of the thesis. In-depth interviews showed that 7 out of 8 respondents were able to better identify misleading messages and assess product composition after reading the handbook.