Predstavljanje prehrambene kompanije Nestle u Hrvatskoj kao ekološki prihvatljive

master's thesis

• Title (english): Presentation of Nestle in Croatia as an Environmentally Friendly Food Company
• Author: Mihaela Orehovec
• Mentor: Marin Galić (mentor)
• Committee member: Marin Galić (predsjednik povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Klimatske promjene i onečišćenje okoliša gorući su izazovi današnjice, a u pitanju je u konačnici i opstanak ljudske vrste. Velik utjecaj na okoliš, pa tako i odgovornost, svakako imaju i poduzeća. Međutim, neka poduzeća koriste se zelenim marketingom i odnosima s javnošću samo kako bi se približili ekološki sve zabrinutijim potrošačima i ostvarili profit bez stvarnog smanjenja negativnih učinaka na okoliš. Takva neetična poslovna praksa naziva se greenwashingom ili „zelenim pranjem“. Riječ je o raširenoj praksi, s brojnim negativnim posljedicama za poduzeća, ali i okoliš i društvo u cjelini. Istraživanja na temu greenwashinga bitna su kako bi se ovakva praksa što lakše mogla detektirati, ali i strože regulirati. Cilj ovog istraživanja bio je, pomoću ankete za potrošače, ukazati na negativne posljedice greenwashinga na imidž kompanije Nestlé u Hrvatskoj, te pomoću polustrukturiranih intervjua sa stručnjacima produbiti raspravu o problemu greenwashinga na nacionalnoj razini. Glavna hipoteza ovog rada glasi „Greenwashing negativno utječe na imidž kompanije Nestlé u Hrvatskoj“ i djelomično je potvrđena. Zaključak je da greenwashing negativno utječe na imidž kompanije Nestlé u Hrvatskoj, među onim ispitanicima koji smatraju da kompanija vrši greenwashing. Naime, razina svijesti o greenwashingu u Hrvatskoj na vrlo je niskoj razini pa većina ispitanika ne zna primjenjuju li kompanije greenwashing. Osim što potrošači u Hrvatskoj nisu dovoljno educirani ni informirani o ovakvoj praksi, oni nisu ni zaštićeni, a praksa zaštite potrošača u Hrvatskoj nije zaživjela. Europska unija prepoznala je težinu problema i aktivno se bavi zabranom greenwashinga. Tek se treba utvrditi hoće li novi zakoni rezultirati smanjenjem ovakve prakse, osnaživanjem pozicije potrošača i smanjenjem negativnih učinaka na okoliš.

Abstract (english)

Climate change and environmental pollution are urgent problems of today and survival of human species is at a stake. Companies have a great impact on the environment and consequently a responsibility. However, some companies use green marketing and public relations only to reach out to environmentally concerned consumers and generate profit without reducing their negative environmental impact. This unethical business practice is called greenwashing. It is a widespread practice with numerous negative consequences for companies, but also for the environment and a society. Research related to greenwashing is important so this practice can be easily detected but also more strictly regulated. The goal of this research was to point out the negative consequences of greenwashing on the image of the Nestlé company in Croatia and to deepen the discussion on the problem of greenwashing at the national level. A survey and a semi-structured interview were conducted. The main hypothesis of this paper is "Greenwashing negatively affects the image of Nestlé in Croatia" and it was partially confirmed. The conclusion is that greenwashing negatively effects the company’s image in Croatia among those respondents who believe that the company practices greenwashing. Namely, the level of awareness of greenwashing in Croatia is at a very low level, so most of the respondents do not know whether companies apply greenwashing. On the one hand, consumers in Croatia are not well educated or informed about this practice and on the other they neither are protected enough by law. The European Union has recognized the seriousness of the problem, so it has taken action to prohibit greenwashing. Whether the new laws will result in a reduction of this practice, strengthening the position of consumers and reducing the negative effects on the environment, we are yet to find out.

• Keywords: greenwashing; zeleno pranje; imidž; Nestlé; zaštita potrošača; zelene potrošačke navike
• Keywords (english): greenwashing; Nestlé; brand image; consumer protection; green consumer habits
• Language: croatian
• URN:NBN: urn:nbn:hr:114:527353
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-01-18 12:23:51