University of Economics, Prague
Faculty of Business Administration
Master's thesis evaluation by the opponent
Title of the Master's thesis:
Author of the Master's thesis:
Objectives of the Master's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 8
2. Demands on the acquisition of additional knowledge or skills 7
3. Adequacy and the way of the methods used 7
4. Depth and relevance of the analysis in relation to objectives 6
5. Making use of literature/other resources, citing 7
6. The thesis is a well-organised logical whole 10
7. Linguistic and terminological level 9
8. Formal layout and requirements, extent 7
9. Originality, i.e. it is produced by the student 8
10. Practical/theoretical relevance/applicability 8
Total score in points (max 100)
77Final grading
Very good (2)Overall evaluation and questions to be answered in the course of the defense:
Name of the Master's thesis opponent:
Occupation of the Master's thesis opponent:
September 16, 2021
Signature of the Master's thesis opponent
Effects of Corporate Environmental Initiatives on Consumer Attitudes and Purchase Intention
Bc. Valeriya Nabok
The goal of the thesis is to investigate the impact of green and sustainable corporate activities on consumer attitudes and purchase intention in central Europe among milennials and generation Z.
E V A L U A T I O N O F T H E M A S T E R ' S T H E S I S
This is a review of second version of the thesis uploaded by the author. The thesis deals with an up-to-date topic of corporate sustainable activities and how they relate to consumer attitudes and purchase intention among the group of millennials and generation Z. The goal of the thesis is clearly stated in the beginning as well as the research questions.
Within the literature review the author cites relevant sources, but the citations of diagrams and pictures differ and do not fulfill the APA standard. Some of the sources are rather obsolete, e.g. Cochran and Wood, 1984, but the author uses also very recent literature. In the methodological part the author presents her research design. For the primary data collection she chose 3 approaches - an online survey (states N = 60), semi-structured expert interviews (N = 6) and experiment (N = 20). The author included table with the managers she interviewed and significantly improved the strucutre. The
interpretation of the questionnaire comments on selected results, and the author included statistics and graphs for better understanding. The experiment seems to be the best described and documented method with some interesting
implications. I recommend the thesis for defense.
Questions:
1) Do you see any possible ethical threats of companies overcharging for their products as the customers are willing to pay higher prices (according to your findings on p. 55).
2) What time frame did you conduct the expert interviews and what was your approach to persuade them to participate in your research?
Ing. Jan Mareš, Ph.D.
KPO, FPH, VŠE
I honestly declare that I am not in any allied relationship with the author of this Master's thesis.
