20.500.12556/DKUM-98552 Korporativno zeleno zavajanje in odnos potrošnikov do zelene iluzije magistrsko delo Corporate greenwashing and consumers' attitude toward the green illusion Magistrsko delo obravnava korporativno zeleno zavajanje in odnos potrošnikov do zelene iluzije. V teoretičnem delu so opredeljeni ključni koncepti zelenega zavajanja, njegove oblike ter regulativni okvir ESG-poročanja v Evropski uniji. Empirični del temelji na mešanem metodološkem pristopu, ki združuje analizo ESG-poročil in medijskih objav izbranih podjetij s spletno anketo med mladimi. Rezultati kažejo, da mladi trajnostno komuniciranje podjetij najpogosteje zaznajo prek digitalnih in družbenih medijev, da večina anketirancev pojem zeleno zavajanje pozna in razume, prepoznavanje pa je višje pri medijsko bolj izpostavljenih podjetjih. Izražen je izrazit skepticizem do okoljskih trditev podjetij in nizka stopnja zaupanja v njihovo verodostojnost. Ugotovitve kažejo, da zaznano zeleno zavajanje negativno vpliva na potrošniško zaupanje in bi pri delu anketirancev sprožilo spremembo potrošniškega vedenja. Magistrsko delo zaključuje, da mora trajnostno komuniciranje temeljiti na dosledni skladnosti med ESG-poročili, javnimi trditvami in dejanskimi okoljskimi praksami podjetij. This master's thesis examines corporate greenwashing and consumer attitudes towards the green illusion. The theoretical section defines key concepts of greenwashing, its forms, and the ESG reporting regulatory framework within the European Union. The empirical part employs a mixed-method approach combining the analysis of ESG reports and media coverage of selected companies with an online survey among young consumers. The results show that young people most frequently encounter corporate sustainability communication through digital and social media, that the majority of respondents are familiar with and understand the concept of greenwashing, and that recognition is higher for companies with greater media exposure. Respondents expressed pronounced scepticism towards companies' environmental claims and a low level of trust in their credibility. The findings indicate that perceived greenwashing negatively affects consumer trust and would prompt a change in purchasing behaviour among a portion of respondents. The thesis concludes that sustainable communication must be grounded in consistent alignment between ESG reports, public claims, and companies' actual environmental practices. zeleno zavajanje korporativno komuniciranje ESG-poročanje trajnostni marketing potrošniško zaupanje zelena iluzija okoljske trditve mladi potrošniki mediji greenwashing corporate communication ESG reporting sustainable marketing consumer trust green illusion environmental claims young consumers media true true false [T. Marković] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-06-19 15:56:31 2026-08-18 08:58:21 2026-09-05 03:09:14 0000-00-00 00:00:00 2026 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF ([74] str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 346.548(043.2) 290014723 MAG_Markovic_Teodora_2026.pdf MAG_Markovic_Teodora_2026.pdf 1 DD23FDDD24F1ECD5FCEDE2C9A8AE403F 9ce089cc623b7c909bc7bcd06449386f6e1753d28e64f458fe9750cbff331d14 ee0fc708-6be8-11f1-95c4-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=207369 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0