Lidl’s sustainable marketing strategies: A comparison of Germany and the Czech Republic with a focus on consumer perception

This bachelor’s thesis examines Lidl’s sustainable marketing strategies in the German and Czech markets and how Czech consumers perceive these initiatives. The aim of the thesis is to compare selected sustainable activities of Lidl in Germany and the Czech Republic, identify the main differences between the two markets, and determine the role sustainability plays in consumers’ purchasing decisions. The thesis is divided into a theoretical and a practical section. The first chapter of the theoretical section defines the terms sustainability, green marketing, greenwashing, organic packaging, and organic products. The second chapter of the theoretical part defines selected sustainable strategies of Lidl in both countries and subsequently compares them. The first chapter of the practical part includes quantitative research in the form of a questionnaire survey among Czech consumers. The research examines respondents’ attitudes toward sustainability, its importance when purchasing groceries, and their perception of Lidl’s communication regarding sustainable activities. The results of the questionnaire survey are then discussed in the fourth chapter, where attention is focused primarily on their connection to respondents’ purchasing behavior and their perception of Lidl’s sustainable activities. Based on the findings, the final chapter of the thesis proposes recommendations for improving sustainability communication in the Czech market.