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Spotrebitelia v prostredí zeleného marketingu a greenwashingu
Title Spotrebitelia v prostredí zeleného marketingu a greenwashingu Par.title Consumers in the environment of green marketing and greenwashing Author info Andrea Seberíni, Katarína Izáková, Martin Hronec Author Seberíni Andrea 1983- (70%) UMBEF02 - Katedra ekonómie
Co-authors Izáková Katarína 1967- (20%) UMBEF04 - Katedra financií a účtovníctva
Hronec Martin 1976- (10%) UMBEF02 - Katedra ekonómie
Source document Ekonomika a spoločnosť : vedecký časopis Ekonomickej fakulty UMB v Banskej Bystrici. Roč. 25, č. 1 (2024), s. 5-19. - Banská Bystrica : Vydavateľstvo Univerzity Mateja Bela - Belianum, 2024 Keywords zelený marketing greenwashing spotrebitelia - consumers slovenskí spotrebitelia Form. Descr. články - journal articles Language Slovak Country Slovak Republic Annotation A significant problem that is emerging in the discursive practices of green marketing is the rise of greenwashing; companies providing irrelevant, overstated or false information about a product's sustainable attributes. This raises a number of issues that have not yet been rigorously investigated. This study uses focus group discussions to provide one of the first assessments of the impact of greenwashing on consumers. Three semi-structured focus group interviews 14 participants aged 20-45 using reflective thematic analysis. The aim of the study is to gain first insights into how consumers perceive different green marketing strategies. Findings from the focus group discussions suggest that message source, green brands, brand perception and brand familiarity have a strong influence on perceived message credibility. The impact of disclosure of greenwashing strategies on purchase behaviour is influenced by several factors, but even in cases where it does not directly lead to a change in purchase behaviour, consumers believed that greenwashing information was important to their overall decisionmaking process. The observed deterioration in consumer trust in product brands in response to greenwashing undermines the potential of green marketing and contributes to reputational damage for manufacturers. More importantly from a practical perspective, this study shows evidence of the impact of greenwashing on credibility and opens ways for further research URL Link na plný text Public work category ADF No. of Archival Copy 54640 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ References PERIODIKÁ-Súborný záznam periodika 
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