03201ntm a22005417i 4500 000722452 CZ-PrVSE 20250614131007.0 m d cr n|||||||||| 250614s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Fellingerová, Natália ISIS:169179 dis Zelený marketing v leteckém průmyslu v Evropě eng Green marketing in the airline industry in Europe / Natália Fellingerová 2025 ?? stran : digital, PDF soubor Vedoucí práce: Rafael San José Iglesias Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis analyses the elements of green marketing of airlines in Europe. It focuses on the consumers’ perceptions and attitudes toward green products or services from airlines and the factors influencing their decision to purchase these green services. A survey is conducted among 136 European respondents to assess the perceptions and attitudes of consumers in the airline industry. The results indicate that the higher price of green products of airlines is the most important negative factor, playing a role in the consumer decision making. Furthermore, weak brand association towards airlines offering green products as well as the lack of transparency are revealed in connection to green initiatives of airlines. Additionally, the middle-aged and middle-income consumers are revealed as target group of green services of the airlines. The thesis proposes recommendations to airlines offering green products and services about the clarity of their green advertisements and rewards to consumers for purchasing the green products and services. Lastly, some limitations of the research are explained. Způsob přístupu: Internet mezinárodní obchod [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas green products and services consumer decision-making air travel greenwashing green marketing carbon offset sustainable aviation San José Iglesias, Rafael ISIS:167045 ths Martínez Pantoja, Yadira Ixchel ISIS:167046 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/88975/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/88975 Hlavní práce https://insis.vse.cz/zp/88975/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/88975/posudek/oponent/86122 Oponentura https://insis.vse.cz/zp/88975/podrobnosti dc:identifier NEPOSILAT VSKP vse88975 250613 88975