Zeleno zavajanje - generacijska percepcija in prepoznavanje zavajajočih praks

Plavčak, Maja

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Title:	Zeleno zavajanje - generacijska percepcija in prepoznavanje zavajajočih praks
Authors:	ID Plavčak, Maja (Author) ID Crnogaj, Katja (Mentor) More about this mentor...
Files:	MAG_Plavcak_Maja_2025.pdf (2,32 MB) MD5: 14CF748C91C0371C4E4F338AFAAB7D4E
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Magistrsko delo naloga obravnava problematiko zelenega zavajanja (angl. greenwashing) in njegovo prepoznavanje med potrošniki različnih generacij (X, Y in Z). Zeleno zavajanje predstavlja prakso, pri kateri podjetja napačno prikazujejo svoje izdelke, storitve ali poslovanje kot okolju prijazno. Na ta način vplivajo na percepcijo potrošnikov in njihovo zaupanje. Cilj raziskave je analizirati, v kolikšni meri posamezne generacije zaznavajo trajnostne prakse podjetij, kakšna je njihova stopnja ozaveščenosti o zelenem zavajanju in kako to vpliva na njihove nakupne odločitve. V teoretičnem delu naloge podrobneje obravnavamo koncept trajnosti, korporativne družbene odgovornosti (CSR) in mehanizme zelenega zavajanja, pri čemer izpostavljamo ključne razlike med generacijami. Empirični del temelji na kvantitativni raziskavi, s katero smo analizirali stopnjo prepoznavanja zelenega zavajanja ter vpliv na posamezne generacije. Generacija Y se izkazuje kot najbolj informirana in kritična – najbolje pozna izraza greenwashing in zeleno zavajanje ter najpogosteje zaznava zavajajoče trditve podjetij. V vedenjskem smislu pa je generacija X najdoslednejša – najpogosteje izbere okolju prijazne izdelke, je pripravljena zanje plačati več in najodločneje opusti nakup ob prepoznanem zavajanju. Generacija Z izkazuje večjo razpršenost v vedenjskih vzorcih in manjšo stabilnost v nakupnem odločanju, čeprav del vprašanih poroča o dobrem razumevanju pojma greenwashing. Ugotovitve kažejo, da visoka okoljska ozaveščenost ne pomeni nujno tudi trajnostnega vedenja, saj med generacijami obstaja razkorak med vrednotami in dejanskimi nakupnimi odločitvami. Ta razkorak je posebej izrazit pri mlajših generacijah, kjer se kljub visoki deklarativni ozaveščenosti vedenjski odzivi pogosto ne ujemajo z izraženimi stališči. Raziskava potrjuje potrebo po ciljno usmerjeni in verodostojni trajnostni komunikaciji podjetij, prilagojeni značilnostim posameznih generacij.
Keywords:	Zeleno zavajanje, percepcije generacije X, Y in Z, podnebne spremembe, trajnostni razvoj, zavajanje.
Place of publishing:	Maribor
Publisher:	M. Plavčak]
Year of publishing:	2025
PID:	20.500.12556/DKUM-93236
UDC:	502.131.1
COBISS.SI-ID:	259965443
Publication date in DKUM:	15.12.2025
Views:	210
Downloads:	58
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	14.06.2025

Secondary language

Language:	English
Title:	Greenwashing - generational perception and recognition of misleading practices
Abstract:	The master's thesis addresses the issue of greenwashing and its recognition among consumers from different generations (X, Y, and Z). Greenwashing refers to the practice where companies falsely portray their products, services, or operations as environmentally friendly, thereby influencing consumer perception and trust. The aim of the research is to analyze the extent to which individual generations perceive companies’ sustainable practices, their level of awareness about greenwashing, and how this affects their purchasing decisions. The theoretical part of the thesis explores the concepts of sustainability, corporate social responsibility (CSR), and the mechanisms of greenwashing, with a particular emphasis on generational differences. The empirical part is based on quantitative research that examines the degree of greenwashing recognition and its impact on different generations. Generation Y proves to be the most informed and critical – it is the most familiar with the term greenwashing and most frequently detects misleading claims made by companies. Behaviorally, Generation X is the most consistent – they most often choose environmentally friendly products, are willing to pay more for them, and are the most decisive in abandoning purchases when deception is recognized. Generation Z shows greater variability in behavioral patterns and less stability in purchasing decisions, although some respondents report a good understanding of the concept of greenwashing. The findings show that high environmental awareness does not necessarily translate into sustainable behavior, as there is a noticeable gap between values and actual purchasing decisions across generations. This gap is particularly evident among younger generations, where behavioral responses often do not align with expressed attitudes, despite high levels of declared awareness. The research confirms the need for targeted and credible sustainability communication by companies, tailored to the characteristics of each generation.
Keywords:	Greenwashing, perception of generation X, Y, and Z, climate change, sustainable development, misleading practices.

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