Trvalá udržitelnost jako klíčový faktor ve strategiích moderního marketingu

The goal of this thesis is to show that sustainability has become the guiding principle in politics and business and therefore needs to be integrated as important factor in all marketing strategies. The protection of the planet's scarce natural resources and the necessity to preserve an intact environment for future generations are vital challenges that have been internalized by big successful entrepreneurs like BMW, HOCHTEF and HIPP. These three companies have been selected as examples for the most important industrial sectors - the automotive, construction and food industry - because their corporate policies integrate sustainable directives in all business areas. Sustainability has become a substantial driver for innovation, higher reputation and for increased revenues. Nonetheless, sustainability marketing has still considerable development potential particularly with regard to emotional advertising and placement of highly valued principles of action. An online survey with 143 participants confirmed the results of major surveys of well-known research institutes. On the consumer side, there is a fairly strong sustainability consciousness. The vast majority would spend more for sustainable products. However, a purchase-influencing stimulus through good emotional and informative advertising is not yet present to a sufficient extent. By promoting sustainable values and orientation, sustainability marketing can significantly change the consumers' behavior and eliminate information deficits.