The aim of the diploma thesis is to determine the preferences of consumers regarding individual types of packaging, to determine the recycling rate of packaging materials, to identify the most important factors and criteria of packaging influencing consumer behaviour. The theoretical part defines the terms marketing, marketing communication and then the theoretical part deals with the topic of packaging materials. In the theoretical part special emphasis is placed on paper packaging, as it is a more environmentally friendly and easier recyclable alternative than other types of packaging materials. Based on the theoretical basis, a questionnaire was created, so the experimental part focuses on the evaluation of a survey aimed at determining consumer preferences for individual types of packaging and to determine the rate of recycling of packaging materials. Simple mathematical-statistical methods, such as absolute and relative numbers, were used to evaluate the survey and an arithmetic mean was used to assess the degree of agreement with the statements in the questionnaire. When evaluating one-dimensional analyses, it was found that respondents consider the ecological degradability of packaging as an important factor in choosing individual types of products and consider sufficient product information as the most important packaging criterion, this criterion even overshadowed the design or functionality of packaging.