Vnímání společenské odpovědnosti firmy IKEA spotřebiteli

This diploma thesis focuses on investigating consumer perceptions of IKEA's corporate social responsibility. Considering the growing importance of CSR, it was interesting to analyse how consumers perceive the position of this company in the field of CSR. It's main objective, through a questionnaire investigation, is to determine how Czech consumers perceive IKEA's position from a CSR point of view. The theoretical part of the thesis focuses on the history of the concept of CSR, its approaches and reasons for its inclusion. This is followed by the communication of CSR strategy, the impact of the Covid-19 pandemic on this area and the approach of companies in the Czech Republic. Then the thesis moves to the selected company and the presentation of its vision, values and CSR strategy. In the practical part, the questionnaire is described in detail, including its preparation and implementation phases. Finally, the thesis evaluates the responses from the questionnaire survey and formulates recommendations based on the results. The results can provide valuable insights for companies involved in this field and, among others, for IKEA itself.