Greenwashing - the dark side of eco-friendly marketing. A case study from Slovakia
Načítavam...
Súbory
Dátum
2024
Názov časopisu
ISSN časopisu
Názov zväzku
Vydavateľ
Wydawnictwo Uniwersytetu Kardynała Stefana Wyszyńskiego : Warszawa
ISBN
ISSN
1733-1218
2719-826X
2719-826X
Abstrakt
Greenwashing is the practice of making false or misleading claims about the environmental benefits of a product or service. The purpose of this study is to examine consumers’ perceptions and experiences in relation to the greenwashing tactics used by Slovak businesses within the framework of environmental health policy. In the present study, we used data obtained through an inductive qualitative research design according to consolidated criteria. From 14 participants aged 20-45, using reflexive thematic analysis, we analysed three semi-structured focus group interviews. Four descriptive themes were created: (1) Individual and interpersonal determinants of consumers; (2) Marketing and organisational determinants of brands; (3)Public policy of the environment and health of the Slovak Republic; and (4) Environmental sustainability and ecological protection. The findings of our study confirmed that greenwashing often relies on buzzwords to reel in consumers, making them believe that the products they purchase are biodegradable or ethically sourced. The observed deterioration of consumer trust in product brands as a reaction to greenwashing threatens the potential of green marketing and contributes to damaging the reputation of the producers. One solution could be disseminating information on how customers can verify the authenticity of organic products through public and social media.
Popis
In: Studia Ecologiae et Bioethicae. Warszawa : Wydawnictwo Uniwersytetu Kardynała Stefana Wyszyńskiego, 2024. ISSN 1733-1218. Vol. 22, no. 1 (2024), pp. 83-95.
Kľúčové slová
greenwashing, ekologický marketing, organic marketing, vývoj sociálno-ekologický, správanie sa zákazníkov
Výstup z projektu
Norway Grants BIN SGS02_2021_002 Univerzita podporujúca inteligentné aktívne starnutie
Citácia
Práva a licenčné podmienky
CC BY-ND Creative Commons Attribution-NoDerivatives 4.0. International
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess