ABSTRAKT V CUDZOM JAZYKUREMESELNÍKOVÁ, Jana: Green marketing in selected company [Diploma thesis].Technical university of Zvolen. Department of Marketing, Trade and World Forestry.Head of Diploma Thesis Ing. Miroslava Triznova, PhD. Degree of professionalqualification: Engineer (Ing.), Zvolen: TU, 2019, 102.In the diploma thesis we focused on the issue of green marketing mix used in cosmeticenterprises. The work is divided into 4 parts. In the introductory part of the thesis weanalyzed the acquired knowledge from the studied professional literature and created thetheoretical basis for the studied issue. We have mainly devoted to marketing, marketingmix, green marketing and green marketing mix, environmental policy in enterprises,environmental labeling of cosmetic products, green consumer. For this part we used theknowledge from professional book or internet sources. In the second part of the finalthesis we presented and analyzed three selected organic cosmetic companies operating onthe Slovak and Czech markets, which we chose to create a practical part of the work.These were Manufaktúra, Havlíková Prírodná Apotéka and Navia, for which we analyzedtheir green marketing mixes. The informations that were needed to perform this analysiswere collected from the available materials on the company's websites. The third part ofthe thesis was focused on the identification of consumer behavior when purchasingorganic cosmetics. For this purpose, we conducted a questionnaire survey, which wasrealised electronically between 60 random respondents. Answers from the questionnairesurvey were evaluated and processed in clear charts, which were supplemented by acommentary. At the end of the thesis, we expressed our opinion on the subject andsuggested recommendations for a green marketing mix for the emerging organiccosmetics company.