Počet záznamov: 1
Greenwashing - the dark side of eco-friendly marketing. A case study from Slovakia
Názov Greenwashing - the dark side of eco-friendly marketing. A case study from Slovakia Súbež.n. Greenwashing - ciemna strona marketingu ekologicznego. Studium przypadku ze Słowacji Aut.údaje Andrea Seberíni, Katarína Izáková, Miroslava Tokovská Autor Seberíni Andrea 1983- (50%) UMBEF02 - Katedra ekonómie
Spoluautori Izáková Katarína 1967- (40%) UMBEF04 - Katedra financií a účtovníctva
Tokovská Miroslava 1974- (10%)
Zdroj.dok. Studia Ecologiae et Bioethicae. Vol. 22, no. 1 (2024), pp. 83-95. - Warszawa : Wydawnictwo Uniwersytetu Kardynała Stefana Wyszyńskiego, 2024 Kľúč.slová greenwashing ekologický marketing - organic marketing vývoj sociálno-ekologický zákaznícke správanie - customer behavior Form.deskr. články - journal articles Jazyk dok. angličtina Krajina Poľsko Anotácia 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 URL Link na plný text Kategória publikačnej činnosti ADM Číslo archívnej kópie 54225 Kategória ohlasu SUÁREZ GUTIÉRREZ, Sergio Andrés - SÁNCHEZ TORRES, Javier Alirio - MONTOYA RESTREPO, Luz Alexandra. A review of the factors influencing the relationship between greenwashing and green brand equity : a research agenda. In Revista CEA [online]. 2024, vol. 10, no. 23, pp. 1-23 [cit. 2024-07-04]. ISSN 2422-3182. Dostupné na: https://doi.org/10.22430/24223182.2991
PAPAMICHAEL, Iliana - VOUKKALI, Irene - ECONOMOU, Florentios - LISCIO, Marco Ciro - SOSPIRO, Paolo - NADDEO, Vincenzo - ZORPAS, Antonis A. Investigation of customer behavior regarding circular fashion. In Sustainable chemistry and pharmacy. ISSN 2352-5541, 2024, vol. 41, art. no. 101675, pp. 1-15. DOI: https://doi.org/10.1016/j.scp.2024.101675
KURNIA, Kafi - NITA, Raden - PURWANTO, Eko - EL YANA, Korry - SHAHREZA, Mirza. Pengaruh marketing public relations terhadap kepercayaan konsumen Starbucks coffee pamulang (periode mei 2024). In Jurnal bisnis dan komunikasi digital [online]. 2024, vol. 1, no. 4, pp. 1-8 [cit. 2024-10-07]. ISSN 3026-5886. Dostupné na: https://doi.org/10.47134/jbkd.v1i4.3166
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ALSAGGAF, Hassan Ali. When green is not clean : a synthesis of evidence on greenwashing and consumer trust. In International journal of advanced and applied sciences. ISSN 2313-626X, 2025, vol. 12, no. 7, pp. 211-220. DOI: https://doi.org/10.21833/ijaas.2025.07.021
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SZLACHCIUK, Julita - OZIMEK, Irena - KULYKOVETS, Olena. Abuse of market practices in marketing communication on the food market. In Trust and marketing communication in the food industry traditional modern and AI driven approaches. ondon : Routledge, 2026. ISBN 978-104058997-7, pp. 210-225. DOI: https://doi.org/10.4324/9781003586340-12
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KHAN, Nohman - JABEEN, Samrena - QURESHI, Muhammad Imran - FALAHAT, Mohammad. Greenwashing communication deficiencies and consumer response : implications for sustainable technology entrepreneurship. In Sustainable technology and entrepreneurship. ISSN 2773-0328, 2026, vol. 5, no. 2, art. no. 100132, pp. 1-14. DOI: https://doi.org/10.1016/j.stae.2026.100132
KARMAGATRI, Mulyani - VERRELL, Hansel - ARYANTO, Rudy - HASAN, Hazmilah - JUMBRI, Isma Addi - CASTEILLO, Benjamin. Greenwashing in Indonesia through the lens of social media : a latent dirichlet allocation approach. In 10th international conference on information management and technology ICIMTech 2025 : proceedings of international conference, Bandung, 28th-29th August 2025. New York : Institute of electrical and electronics engineers, 2025. ISBN 979-833159701-6, pp. 360-365. DOI: https://doi.org/10.1109/ICIMTech67074.2025.11265615
GROSS-GNIOT, Elwira - MAKIEŁA, Zbigniew - STUSS, Magdalena M. - SZOŁTYSEK, Jacek - TRZPIOT, Grażyna. Inclusive, smart and sustainable cities. London : Routledge, 2026. Pp. 1-161. ISBN 9781040555507. Dostupné na: https://doi.org/10.4324/9781003664765
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