06 Príspevky v zborníkoch

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Prehliadanie 06 Príspevky v zborníkoch podľa Autor "Gundová, Petra"

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  • Obrázok miniatúry
    Položka
    Consumer behavior and values of Generation Z under the influence of "greenfluence"
    (Univerzita sv. Cyrila a Metoda v Trnave, 2025) Musová, Zdenka; Gundová, Petra; Smutný, Filip
    Currently, influencer marketing plays a significant role in communicating various social issues, including environmental topics. Collaborating with some types of relevant influencers can be an effective way for businesses to spread environmental awareness while also motivating the public to adopt more socially responsible behavior. The aim of this paper is to analyze the impact of greenfluencers on the consumer behavior and values of Generation Z, based on the results of a questionnaire survey. A questionnaire survey is considered as the most appropriate data collection technique, because it allows for quick data collection and processing. Generation Z is considered the most environmentally conscious generation to date, and our primary research, conducted through a questionnaire survey, revealed that greenfluencer marketing has a positive impact on changing consumer mindset, but only to a certain extent. The results of research confirmed that collaboration with influencers can be an effective way to ensure the dissemination of environmental awareness and can also motivate consumers toward more socially responsible behavior. The responses from the questionnaire survey respondents indicated that authenticity is a key factor that increases trust among Generation Z respondents. The findings point to the fact that greenfluencer marketing has a significant impact on consumer purchasing behavior of Generation Z, especially in the case of ecological products. Respondents state that observing greenfluencers motivates them to make behavioral changes, such as switching to sustainable products, composting, or reducing fast fashion consumption.
  • Obrázok miniatúry
    Položka
    Non-financial reporting as a current challenge of marketing communication
    (Univerzita sv. Cyrila a Metoda v Trnave, 2025) Hroncová Vicianová, Jana; Beresecká, Janka; Gundová, Petra; Hronec, Štefan
    The increasing number of annual reports on sustainability in business is currently caused by the increasing control of the social and environmental behavior of companies by interested groups, but also by the growing tendency of legislative obligations in this area. For this reason, the reports in question become an important tool for building a positive corporate image and good relations with the public. The presented article analyzes annual reports declaring corporate social responsibility, taking into account the specifics of environmental, social and management criteria, and assesses current trends in non-financial reporting in the context of marketing communication. Communication through annual reports and the selection of information also entails the risk of “greenwashing”, which can negatively influence public opinion. For this reason, not only investors, but also other interested groups require high-quality and transparent disclosure of information not only about financial performance, but also about the social and environmental impact of business.