Green marketing and its influence on consumer behavior among Generation Y/Z in the hair cosmetics market

This bachelor thesis deals with the influence of green marketing on the consumer behavior of generations Y and Z in the hair cosmetics market. The thesis examines how ecological communication, certification, brand transparency, and product functionality influence the purchasing decisions of younger consumers, who represent key target groups of the current cosmetics industry. The theoretical part defines the concepts of individual generations, characterizes the principles of green marketing and its tools, addresses the issue of greenwashing, and describes current trends in the hair cosmetics market with a focus on ecological solutions. The practical part is based on quantitative research that analyzes respondents' attitudes toward price, quality, sustainability, the credibility of ecological claims, and brand marketing communication. The results of the research show that although sustainability is an important issue for both generations, purchasing decisions are significantly influenced by the perceived quality and functionality of the product. Statistical analyses also showed that there is no statistically significant correlation between Generation Y and Z women in most of the areas studied. The thesis provides recommendations for hair care brands that want to better respond to the needs of sustainability-oriented consumers and effectively build their green marketing strategy.