Utjecaj svijesti o greenwashingu na odluke o kupnji prehrambenih proizvoda s ekološkim oznakama

master's thesis

• Title (english): Influence of greenwashing on consumer awareness during decision making about food products with ecological labels
• Author: Mila Pribićević Paunić
• Mentor: Damir Kovačić (mentor)
• Committee member: Damir Kovačić (predsjednik povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2024-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Sve veća ekološka osviještenost potrošača prehrambenih proizvoda potaknula je industriju na
korištenje zelenih i održivih praksi. Jedan od ključnih alata koji koriste kako bi se zadobilo
povjerenja potrošača su oznake kvalitete na ambalaži prehrambenih proizvoda. Međutim, neke
tvrtke nisu prilagodile svoje poslovanje nego koriste manipulativne tvrdnje kako bi zavarali
potrošače i potaknule ih na kupnju njihovih proizvoda. Te nepoštene prakse nazivaju se
greenwashing. Cilj ovog istraživanja je bio utvrditi, uz pomoć konceptualnog modela Zepede i
Deala (2009), utjecaj svijesti o greenwashingu na odluke kupaca o kupnji proizvoda s
ekološkim oznakama. Provedeno je kombinirano istraživanje na uzorku od 200 potrošača
ekoloških proizvoda, test proizvoda i anketno istraživanje. Rezultati test proizvoda pokazuju
kako potrošači nakon informacije o greenwashingu skloniji su odabiru proizvoda certificiranih
EU oznakom ekološkog proizvoda i generičkih proizvoda, a značajno se smanjio odabiru
proizvoda s nepoznatom eko oznakom. Isto tako, nakon tretmana s greenwashingom došlo je
do promjene stava potrošača i percipirane vrijednosti proizvoda s eko oznakama. Smanjena je
važnost označavanja kvalitete proizvoda pri kupnji i povjerenje u te oznake što potvrđuje da
greenwashinga šteti svim tvrtkama na tržištu, a ne samo manipulativnim tvrtkama.

Abstract (english)

The growing environmental awareness of food consumers has encouraged the industry to use
green and sustainable practices. One of the key tools used to gain consumer trust are quality
labels on food packaging. However, some companies have not adjusted their business but use
manipulative claims to deceive consumers and encourage them to buy their products. These
unfair practices are called greenwashing. The aim of this research was to determine, with the
help of Zepeda and Deal's (2009) conceptual model, the influence of awareness of
greenwashing on customers' decisions to purchase products with ecological labels. Combined
research was conducted on a sample of 200 consumers of ecological products, product test and
survey research. The results of the product test show that after information about greenwashing,
consumers tend to choose products certified with the EU eco-label and generic products, and
the selection of products with an unknown eco-label has significantly decreased. Likewise, after
the greenwashing treatment, there was a change in the state of consumers and the perceived
value of products with eco labels. The importance of marking the quality of products when
purchasing and trust in these markings has been reduced, which confirms that greenwashing
harms all companies on the market, not just manipulative companies.

• Keywords: eko-oznake; greenwashing; zeleni konzumerizam; potrošačko ponašanje
• Keywords (english): greenwashing; ecolabeling; green consumerism; buyers behaviour
• Language: croatian
• URN:NBN: urn:nbn:hr:204:388063
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-11-15 12:35:43