Green marketing a jeho vliv na oděvní průmysl u generace Z

This bachelor thesis explores the phenomenon of green marketing and its impact on the fashion industry from the perspective of Generation Z. The theoretical part defines key concepts such as sustainability, green marketing, greenwashing, and environmentally conscious consumer behavior. Attention is also given to the characteristics of Generation Z and their values in the context of environmental responsibility. The empirical part is based on quantitative research that examines the purchasing behavior of young consumers, their perception of green marketing strategies, and their reactions to greenwashing. The results show that green marketing can positively influence Generation Z’s attitude towards sustainable fashion, while greenwashing leads to a loss of trust and brand loyalty. The thesis provides practical recommendations for fashion industry companies aiming to engage environmentally conscious young consumers.