Upoznatost potrošača s pojmom ekomanipulacije (greenwashinga) u marketingu

master's thesis

• Title (english): Consumer familiarity with the term of ecomanipulacion (greenwashing) in marketing
• Author: Ivana Zemljić
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Greenwashing ili ekomanipulacija je situacija u kojoj organizacije pojačavaju i naglašavaju zelene značajke proizvoda do te mjere da čak iznose lažne tvrdnje dovodeći u zabludu potrošače i privlače ih da konzumiraju njihove proizvode (Urbański i Haque, 2020). Predmet rada je analizirati pojam ekomanipulacije u marketingu te je cilj rada korištenjem dostupne literature teorijski analizirati i empirijski utvrditi mišljenje odnosno upoznatost potrošača s pojmom ekomanipulacije u marketingu. U radu se kao metoda istraživanja koristi anketni upitnik. Dodatno se ispituju kupovne navike potrošača u pogledu proizvoda s naznačenim izvršnim elementima sa „slikom prirode“, upoznatost sa sastavom proizvoda kojeg kupuju te poduzećem koje ga je proizvelo. Rezultati pokazuju kako i dalje postoji nedovoljna informiranost i razumijevanje potrošača o pojmu ekomanipulacije (greenwashinga) te je prisutna nedovoljna reguliranost pri „zelenom“ oglašavanju poduzeća.

Abstract (english)

Ecomanipulation refers to deceptive practices used by companies to present themselves as environmentally friendly or sustainable, when their actual practices may contradict these claims (Urbański i Haque, 2020). The subject of this thesis is to analyze the concept of ecomanipulation in marketing, and the aim of the thesis is to theoretically analyze and empirically determine the opinion or familiarity of consumers with the concept of ecomanipulation in marketing using the available literature. The paper uses a survey questionnaire as a research method. In addition are examined, the purchasing habits of consumers with regard to products with specified executive elements with a "picture of nature", familiarity with the composition of the product they are buying and the company that produced it. The results show that there is still insufficiency in informing consumers and their understanding about the concept of ecomanipulation (greenwashing) and that there is insufficient regulation in the „green“ advertising of companies

• Keywords: ekomanipulacija; greenwashing; upoznatost potrošača; održivo; povjerenje; obmana
• Keywords (english): ecomanipulation; greenwashing; consumer awareness; sustainable; trust; deception
• Language: croatian
• URN:NBN: urn:nbn:hr:148:132745
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-27 16:07:31