Prisotnost zelenega zavajanja v živilski industriji na področju evropske unije

Lukman, Boštjan

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Title:	Prisotnost zelenega zavajanja v živilski industriji na področju evropske unije
Authors:	ID Lukman, Boštjan (Author) ID Bradač Hojnik, Barbara (Mentor) More about this mentor...
Files:	UN_Lukman_Bostjan_2016.pdf (1,27 MB) MD5: 3169C0AD1AF2E96C8EC2D92E14CD3832
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V zadnjem času se vse pogosteje v življenju srečujemo z okoljsko problematiko, ki postaja vse aktualnejša tema. Podjetja so svoje rezultate že vajena poročati, ob vse večjem zanimanju javnosti in predvsem vlagateljev pa se je pričelo pojavljati družbeno odgovorno poročanje, del katerega je tudi okoljska odgovornost, v okviru katere podjetja sporočajo svojo okoljsko sposobnost oziroma rezultate z vplivi na okolje, družbo in smernice delovanja podjetij. Zeleno zavajanje je lahko del tega in se dogaja takrat, kadar podjetje namerno posreduje napačne informacije s ciljem, da bi se predstavilo kot okolju prijazno, dvignilo svoj ugled ali pospešilo prodajo in pritegnilo nove zaposlene ter vlagatelje, ki so morda okoljsko osveščeni. V raziskavi smo se tako odločili izbrati pet velikih igralcev iz živilske industrije. Živilska industrija je v tej tematiki zanima prav zaradi količine komuniciranja in izdelkov. Velika količina izdelkov nam tako predstavlja potencial velikega oglaševanja, kar pa spada pod kategorijo komuniciranja. Komuniciranje je pomembno, saj z njim podjetja sporočajo svoje sposobnosti in trenutno stanje na nivoju družbeno odgovornega poročanja. V nalogi smo tako izbrali podjetja, kot so Nestle, Danone, Ferrero, Unilever in Heineken. Želja naloge je bila ugotoviti, ali je zeleno zavajanje prisotno v panogi. Podjetja smo skupno primerjali po več elementih in v raziskavo vključili še zunanje raziskave, iz katerih smo lahko ustvarili okoljski indeks, indeks skupnega poročanja o družbeni odgovornosti podjetja, ter raziskavo, s pomočjo katere smo primerjali ugled podjetij po CSR. Pestrost rezultatov nas je presenetila, čeprav gre za dokaj primerljiva podjetja. Povezava teorije in empiričnega dela nam jasno prikaže, kaj pomenijo razlike v etiki podjetja, vodstvu in strategijah.
Keywords:	zeleno zavajanje, družbena odgovornost, živilska industrija, Nestle, Unilever, Heineken, Ferrero, Danone, CRS.
Place of publishing:	Maribor
Publisher:	[B. Lukman]
Year of publishing:	2016
PID:	20.500.12556/DKUM-60287
UDC:	005.3
COBISS.SI-ID:	12600348
NUK URN:	URN:SI:UM:DK:SGOIRWUE
Publication date in DKUM:	21.11.2016
Views:	1437
Downloads:	199
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Presence of greenwashing in food industry in the european union
Abstract:	In recent times in our lives we are increasingly faced with environmental issues, which are becoming bigger and bigger topic. Companies are accustomed to publish their economic and business reports, but the growing wish of public and investors demanded that they started reporting on other issues as well, e. g. environmental, social and health issues. Public interest has managed to persuade companies to start reporting on corporate social responsibility, within which companies communicate their environmental performance and the results of environmental, social and operational outcomes of the firm. Greenwashing can be a part of this and is happening at the time when the company deliberately provides false information with the aim to present the company as environmentally friendly, and raises the company's reputation, or accelerates sales and attract new employees and investors who may be environmentally conscious. In this study we decided to choose the five major players from the food industry. Food industry is exciting in this aspect also because of the quantity of communication and products. A large quantity of products represents a great potential for advertising, which falls under the category of communication. It is an important thing because through it the company reported its capabilities and the current status at the level of socially responsible reporting. In the research we included companies such as Nestle, Danone, Ferrero, Unilever and Heineken. Our task was to determine whether greenwashing is present in the food industry. We compare the companies in different aspects and the study includes some external researches, where we can create environmental index and the index of the whole activities on reporting on corporate social responsibility, and a research through which we compared the business reputation according to CSR. The diversity of outcomes is stunning, although we chose fairly comparable companies. If we link the theory and the empirical work, research shows us quite clearly, what the difference between the company’s ethics, leadership and strategy can do.
Keywords:	greenwashing, CRS, corporate social responsibility, food industry, Nestle, Danone, Ferrero, Unilever, Heineken.

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