Alena Kusá – Communication Today https://communicationtoday.sk Media, marketing, communication Tue, 24 Jun 2025 11:12:26 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.5 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Alena Kusá – Communication Today https://communicationtoday.sk 32 32 Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing Communication https://communicationtoday.sk/greenwashing-and-the-nature-of-education-in-relation-to-consumer-trust-in-fast-fashion-marketing-communication/ Sun, 23 Apr 2023 11:37:00 +0000 https://communicationtoday.sk/?p=4128 ABSTRACT:
The fashion industry has long been known as one of the most polluting industries in the world. The urgent need to improve the current critical situation has given rise to a number of global initiatives, organisations and movements that highlight and at the same time, are involved in the sustainability of the fashion industry. As pressure from consumers and businesses is constantly growing, fast fashion brands are introducing their own sustainable fashion collections which, however, are likely to deceive consumers and, when combined with green marketing, are merely used just to reach their business goals. Environmental education as a key determinant is the way to eliminate deception and properly assess messages by consumers. The main goal of the study is, through neuromarketing research, to define the impact of the studied sample of informed and uninformed consumers from Generations Y and Z when it comes to customer loyalty to the marketing communication of fast fashion brands.

KEY WORDS:
education, fast fashion, greenwashing, marketing communication, sustainability, trust

06. MARKO & KUSA – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.6

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]]> Optimalizácia nástrojov marketingového mixu v aplikácií na konkrétny podnik https://communicationtoday.sk/optimalizacia-nastrojov-marketingoveho-mixu-v-aplikacii-na-konkretny-podnik/ Wed, 26 Feb 2014 07:44:49 +0000 https://www.communicationtoday.sk/?p=941 The research study deals with the optimization of marketing mix on the Kotler model and the application of this model on a selected product of wood company.

09_Kusá_CT-2-2010  Download

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08_Kusá_Bellová_CT-1-2012  Download

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