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Greenwashing as a marketing strategy in the fashion industry
Greenwashing kao marketing strategija u modnoj industriji
Abstract
This paper summarizes the concept of greenwashing, a marketing strategy companies use to make false or exaggerated environmental claims about their products and attract consumers interested in the sustainability of the products they buy. Greenwashing has become more common as consumers have become more environmentally conscious, so companies are trying to capitalize on this trend. However, greenwashing can have negative effects on both consumers and the environment, as it can lead to confusion and mistrust among consumers and encourage the production and consumption of products that are not sustainable. As such, it is important for consumers to be aware of greenwashing and to look for evidence to support companies' environmental claims. Additionally, companies can take steps to be more transparent and honest in their ecological claims, build consumer trust, and promote truly sustainable practices.
Sažetak
Ovaj rad rezimira koncept greenwashinga, marketinške strategije koju kompanije koriste kako bi dale pogrešne ili preuveličane ekološke tvrdnje o svojim proizvodima i kako bi privukle potrošače koji su zainteresovani za održivost proizvoda koje kupuju. Greenwashing (zeleno -eko pranje) je postalo sve češće od kako su potrošači postali ekološki svesniji stoga kompanije nastoje da iskoriste ovaj trend. Međutim, zeleno pranje može imati negativne efekte i na potrošače i na životnu sredinu, jer može dovesti do konfuzije i nepoverenja među potrošačima i podstaći proizvodnju i potrošnju proizvoda koji zapravo nisu održivi. Kao takav, važno je da potrošači budu svesni zelenog pranja i da traže dokaze koji podržavaju ekološke tvrdnje kompanija. Pored toga, kompanije mogu preduzeti korake kako bi bile transparentnije i poštenije u svojim ekološkim zahtevima i kako bi izgradile poverenje kod potrošača i promovisale istinski održive prakse.
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