Označování produktů jako „eko“ a „bio“ v kontextu ochrany spotřebitele a prevence greenwashingu

Abstract

This bachelor thesis deals with the issue of labeling products as "eco" and "organic" in the context of consumer protection and greenwashing prevention. The aim of this thesis is to evaluate the current practice of environmental claims and to analyze consumer attitudes towards organic food and deceptive marketing practices. The theoretical part focuses on defining key concepts and the legal framework for product labeling at both the European and national levels. The practical part focuses on the analysis of real case studies and the evaluation of a questionnaire survey that examines the ability of customers to recognize deceptive practices and their overall awareness of greenwashing. In conclusion, based on the gathered data, specific recommendations are proposed aimed at strengthening prevention, consumer awareness, and improving the market environment.