Greenwashing a jeho dopady na rozpoznatelnost ekologických produktů spotřebiteli

Abstract

This bachelor thesis focuses on the greenwashing problem and its recognition by consumers. The aim of this bachelor thesis was to find out, whether the average consumer (specifically Generation Z) is able to distinguish greenwashing products from eco-friendly ones. Generation Z is represented by the first-year students of EKF-VŠB. The theoretical part consists of factors influencing consumer behaviour, models of perfect and bounded rationality, description of eco-friendly and greenwashing products. The research method is experiment, more precisely quasi-experiment. The research instrument is a questionnaire. Participants were divided into two groups. One of the groups was exposed to an intervention. This intervention included outline of greenwashing. Both groups received the same questionnaire. It included several pairs of pictures showing products. Participants were asked to identify which picture in each pair is the eco-friendly one. Questionnaire also included some additional questions. The analysis of the results showed that the differences between the groups were not statistically significant. The only statistically significant result was that the respondents who buy hygiene products are more successful at recognizing greenwashing products than the ones who do not. A surprising finding during analysis was that the respondents who know the meaning of greenwashing were less successful than those who do not. It is not possible to clearly demonstrate the importance of intervention. The results show that the participant have high success rate in recognizing greenwashing products. The findings are relevant for businesses. They could use the structure of the results to modify marketing communication. The firms might begin to notice disadvantages of using the greenwashing. This thesis may also serve as an educational resource. The thesis would be used to help people recognize greenwashing.