Dopady greenwashingu na spotřebitelské chování v oblasti udržitelnosti

This bachelor thesis focuses on the issue of greenwashing as an unfair business practice targeting consumers in the area of sustainability. The thesis examines the effects of greenwashing on consumer behavior, in particular on consumer trust, purchasing decisions and brand loyalty. It also suggests possible recommendations for effective detection of greenwashing and promotion of authentic sustainability through new educational techniques. The research involved a questionnaire survey and semi-structured interviews, both of which focused on respondents' interest in environmental issues and the impact of greenwashing on their sustainability purchasing behaviour. The results suggest that consumer awareness and regulation can play a key role in combating greenwashing and promoting authentic sustainability.