This thesis focuses on Social responsible behavior of consumers. The main objec-tive of this thesis is to determinate, whether the consumer, while buying, is aware that the product is socially responsible. Partial objectives are to determinate which marketing and communication tools affect the consumer the most. These goals are achieved through the results of an online survey. Based on interviews with organizers of CSR campaigns are set out recommendations for promotion of CSR products. The economic evaluation of marketing campaigns is stated in the conclusion of this thesis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:191345 |
| Date | January 2015 |
| Creators | Páníková, Zuzana |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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