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Greenwashing - the dark side of eco-friendly marketing. A case study from Slovakia

  1. NázovGreenwashing - the dark side of eco-friendly marketing. A case study from Slovakia
    Súbež.n.Greenwashing - ciemna strona marketingu ekologicznego. Studium przypadku ze Słowacji
    Aut.údajeAndrea 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   správanie sa zákazníkov  
    Form.deskr.články - journal articles
    Jazyk dok.angličtina
    KrajinaPoľsko
    AnotáciaGreenwashing 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
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    Kategória publikačnej činnosti ADM
    Číslo archívnej kópie54225
    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
    Katal.org.BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici
    Báza dátxpca - PUBLIKAČNÁ ČINNOSŤ
    OdkazyPERIODIKÁ-Súborný záznam periodika
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