Greenwashing v odvětví kosmetiky

This thesis examines the issue of greenwashing in the cosmetics industry with a focus on skin-care products and the ability of Generation Z to differentiate between greenwashing and green marketing. The thesis begins with a theoretical framework defining greenwashing and green marketing, exploring their history, aspects, and impact on consumers. It further delves into the relationship between Generation Z and skin-care cosmetics, considering the increasing purchasing power of this generation. Research is conducted through questionnaire surveys and in-depth interviews, revealing that Generation Z is interested in sustainable products but hesitates to pay a higher price. Findings suggest a certain ability to distinguish between greenwashing and green marketing, influenced by the transparency of corporate communication and information availability. Based on the results, recommendations are proposed for companies and consumers on combating greenwashing and promoting sustainable behavior, including transparent communication, consumer education, and active involvement in the product creation and innovation process.