{"id":17545,"date":"2023-12-22T10:15:19","date_gmt":"2023-12-22T09:15:19","guid":{"rendered":"https:\/\/green-gate.eu\/blog\/dobro-je-vedeti\/greenwashing-law\/"},"modified":"2024-01-25T14:30:47","modified_gmt":"2024-01-25T13:30:47","slug":"greenwashing-kako-ne-pasti-na-zeleno-trzenje","status":"publish","type":"post","link":"https:\/\/green-gate.eu\/sl\/blog\/dobro-je-vedeti\/greenwashing-kako-ne-pasti-na-zeleno-trzenje\/","title":{"rendered":"Greenwashing \u2013 kako ne pasti na zeleno trzenje"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;section&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row admin_label=&#8221;row&#8221; _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.23&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p>Ste \u017ee kdaj sli\u0161ali za ta izraz? Morda ste to besedo sli\u0161ali prvi\u010d, zagotovo pa ste \u017ee sli\u0161ali besedno zvezo <strong>zavajajo\u010de ogla\u0161evanje<\/strong>. Preprosto povedano, zeleno zavajanje (greenwashing &#8211; GW) je <strong>\u0161irjenje napa\u010dnih ali nepopolnih informacij z&nbsp;namenom pritegniti ljudi<\/strong> <a href=\"https:\/\/eur-lex.europa.eu\/CS\/legal-content\/summary\/unfair-commercial-practices.html\">[1]<\/a>. Podajajo informacije, da so organizacija, podjetje ali izdelki zeleni, da se obna\u0161ajo okolju prijazno in&nbsp;da s&nbsp;svojo izbiro pomagate planetu. Vendar temu ni tako &#8211; in&nbsp;prav to je zeleno zavajanje.<\/p>\n<p>Ni nujno, da je to vedno namerno, v\u010dasih je vzrok le <strong>neznanje podjetij<\/strong> <a href=\"https:\/\/www.nogreenwashing.cz\">[2]<\/a>. Vendar to ne spremeni dejstva, da<strong> je zeleno zavajanje \u0161kodljivo<\/strong>. Ljudje, ki se posku\u0161ajo obna\u0161ati okolju prijazno, pogosto izgubijo voljo, da bi se \u0161e naprej obna\u0161ali odgovorno, ko izvedo za zavajajo\u010de informacije. GW lahko zato <strong>zmanj\u0161a zaupanje v&nbsp;zelene izdelke<\/strong>. Gotovo se spomnite razprav o&nbsp;predragih ekolo\u0161kih jajcih, mleku in&nbsp;podobnem, ki so slab\u0161e kakovosti od komercialnih izdelkov. Zgodi se lahko vse.\u00a0<\/p>\n<p>Zato je pomembno vedeti, kje iskati te informacije in&nbsp;kako si jih razlagati, da bi razumeli, ali so izdelki, podjetja in&nbsp;organizacije resni\u010dno kakovostni in&nbsp;okolju prijazni. Razumeti \u0161tevilne ekolo\u0161ke oznake in&nbsp;oznake izdelkov je prakti\u010dno nemogo\u010de. V&nbsp;<strong>Evropski uniji je aktivnih ve\u010d kot 200 znakov za okolje, po svetu pa ve\u010d kot 450<\/strong> <a href=\"https:\/\/ec.europa.eu\/environment\/eussd\/smgp\/initiative_on_green_claims.htm\">[3]<\/a>. <strong>Zeleni dogovor za Evropo sku\u0161a<\/strong> re\u0161iti to te\u017eavo s&nbsp;trditvijo, da morajo podjetja in&nbsp;organizacije svoje trditve podkrepiti z&nbsp;dejanskimi rezultati, ki temeljijo na metodologiji presoje vplivov na okolje <a href=\"https:\/\/commission.europa.eu\/strategy-and-policy\/priorities-2019-2024\/european-green-deal_en\">[4]<\/a>.\u00a0<\/p>\n<p>Mediji so \u017ee opozorili na primere zelenega zavajanja, zato upajmo, da se bodo podjetja kmalu nau\u010dila iz tak\u0161nih praks in&nbsp;prenehala zavajati potro\u0161nike (povezava na \u010dlanka <a href=\"https:\/\/www.idnes.cz\/ekonomika\/domaci\/greenwashing-klamani-spotrebitele-firmy-ekologie.A220405_152437_eko-doprava_rie\">tukaj<\/a> in&nbsp;<a href=\"https:\/\/www.idnes.cz\/ekonomika\/zahranicni\/bavlnene-tasky-jsou.A210831_082622_eko-zahranicni_vebe\">tukaj<\/a>). Veliko je \u0161e drugih podjetij, ki so zagre\u0161ila zeleno zavajanje, pa naj gre za nerazgradljive papirnate slamice v&nbsp;verigah s&nbsp;hitro prehrano ali podobno te\u017eavo s&nbsp;plastenkami <a href=\"https:\/\/dvazelenaci.cz\/greenwashing\/\">[5]<\/a>. Za zdaj nam ne preostane drugega, kot da pozorno beremo, se zanimamo in<strong> smo pozorni na nepopolne informacije<\/strong>. V&nbsp;tem \u010dlanku vam bomo predstavili najpogostej\u0161e stvari, na katere morate biti pozorni, da se ne boste ujeli v&nbsp;pasti zelenega zavajanja!<\/p>\n<p>[\/et_pb_text][et_pb_image src=&#8221;https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-shampoo.png&#8221; title_text=&#8221;greenwashing shampoo&#8221; _builder_version=&#8221;4.23&#8243; _module_preset=&#8221;32fecfd5-025d-42fc-9828-d86bb0da2821&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.23&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h4>Primeri Zelenega zavajanja:<\/h4>\n<ul>\n<li aria-level=\"1\">Podjetja pogosto navedejo le tisti del informacij, ki je privla\u010den za potro\u0161nike: npr. da losjon<strong> vsebuje 100&nbsp;% ekolo\u0161kega<\/strong> <strong>avokada<\/strong> in&nbsp;da je v&nbsp;zeleni embala\u017ei. Vendar pa celoten izdelek vsebuje manj<strong> kot 0,01&nbsp;%<\/strong> avokada, druge sestavine pa morda sploh niso ekolo\u0161ke.<\/li>\n<li aria-level=\"1\">Laskava imena, kot so<strong> organsko, naravno, naravno, ekolo\u0161ko<\/strong> itd., so pogosto le marketin\u0161ki triki.<\/li>\n<li aria-level=\"1\">Embala\u017ea je izdelana iz 75&nbsp;% recikliranega materiala. Manjkajo podatki o&nbsp;tem, iz \u010desa je narejena preostala embala\u017ea. Tak\u0161ne embala\u017ee morda sploh ni ve\u010d mogo\u010de reciklirati ali pa jo je zelo te\u017eko reciklirati.\u00a0<\/li>\n<li aria-level=\"1\">Izdelek ne vsebuje parabenov, silikonov in&nbsp;podobnih snovi. Kaj vsebuje namesto tega? Proizvajalec tega ne navaja ve\u010d. Proizvajalec torej ponovno uporabi le tisti del informacij, ki jih \u017eeli sli\u0161ati potro\u0161nik.<\/li>\n<li aria-level=\"1\">Embala\u017eo je mogo\u010de 100-odstotno reciklirati. WOOOW! Odli\u010dno ogla\u0161evanje, zelene embala\u017ee z&nbsp;motivi narave ne manjka. Kaj je v&nbsp;embala\u017ei?<\/li>\n<li aria-level=\"1\">Informacija, da je podjetje v&nbsp;proizvodnji zmanj\u0161alo emisije za 40&nbsp;%. Ja? V&nbsp;celotni proizvodnji?\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/li>\n<li aria-level=\"1\">zmanj\u0161anje uporabe plastike pri dolo\u010denem izdelku za 20&nbsp;%. Plemenito, toda zakaj je okoli plasti\u010dnega lon\u010dka dodan papir (pogosto viden pri jogurtih)? Za nas je to dodatno delo, ko moramo sneti vrh, odstraniti papir, lo\u010diti materiale in&nbsp;jih razvrstiti. Iz izku\u0161enj vem, da ljudje tega ne po\u010dnejo, ker je to &#8220;preve\u010d zapleteno&#8221;.<\/li>\n<li aria-level=\"1\">\u010ce je nekaj naravno &#8211; karmin, \u017eol\u010d, se\u010dnina, lanolin (ma\u0161\u010doba iz ov\u010dje volne), vosek ali nekateri rastlinski izvle\u010dki, to \u0161e ne pomeni, da je celoten izdelek trajnosten ali prijazen do okolja in&nbsp;\u017eivali. Omenjene snovi so naravne, vendar beseda naravna ni zakonsko opredeljena.<\/li>\n<li aria-level=\"1\">Podobno kot pri recikliranju so informacije o&nbsp;mo\u017enosti kompostiranja pogosto zavajajo\u010de. Kako, kje in&nbsp;pod kak\u0161nimi pogoji naj bi kompostirali v&nbsp;obi\u010dajnem gospodinjstvu, ni pojasnjeno. Kompostiranje je znanost in&nbsp;radi bi videli, kako nekdo kompostira plenice na doma\u010dem kompostnem kupu \ud83d\ude42 .<\/li>\n<li aria-level=\"1\">Izdelek je 100-odstotno biorazgradljiv. Upajmo, da je! Pod kak\u0161nimi pogoji? Kaj pa embala\u017ea izdelka?<\/li>\n<li aria-level=\"1\">\u00a0Okolju prijazen izdelek v&nbsp;harmoniji z&nbsp;naravo&#8230; Lepo napisano, a&nbsp;kaj to pomeni? \ud83d\ude03<\/li>\n<li aria-level=\"1\">Izdelki v&nbsp;zeleni embala\u017ei z&nbsp;motivom narave ne pomenijo nujno <strong>ekolo\u0161kega izdelka<\/strong>. Pogosto pa \u017ee na prvi pogled pritegnejo pozornost in&nbsp;to je bistvo.<\/li>\n<li aria-level=\"1\">poudarjanje, \u010desa izdelek ne vsebuje, ne da bi navedli celoten seznam sestavin (pogosto so to plenice, pralni pra\u0161ki, pa tudi \u0161amponi ali dekorativna kozmetika <a href=\"https:\/\/www.lekarna.cz\/winnis-naturel-sampon-se-zelenym-cajem-a-kastanem-vsechny-typy-vlasu-250-ml\/?gclid=CjwKCAjwqJSaBhBUEiwAg5W9p-SsfLErP5StBWFs4depcnV7HrlwhxLa4HrIJxogzu2WZCFLzs6vTBoC7P0QAvD_BwE#podrobne-informace\">[6]<\/a>).<\/li>\n<\/ul>\n<h4>Kako ne nasedati zelenemu zavajanju?<\/h4>\n<ul>\n<li aria-level=\"1\">Informacije vladajo svetu, zato preberite ve\u010d kot le to, kar \u017eeli proizvajalec. To pomeni, da se pozanimajte o&nbsp;celotnem seznamu sestavin izdelka, blagovnih znamkah, materialih, iz katerih je izdelek narejen, itd.<\/li>\n<li aria-level=\"1\">Ne zadovoljite se le s&nbsp;slikami narave, zelene embala\u017ee in&nbsp;podobnim, temve\u010d preberite vse, kar je mogo\u010de.<\/li>\n<li aria-level=\"1\">Izra\u010dunajte odstotek tako imenovanih ekolo\u0161kih sestavin, \u010de obstajajo.<\/li>\n<li aria-level=\"1\">Poi\u0161\u010dite izdelek ali podjetje, ki je dokazalo (npr. z&nbsp;verodostojnim certifikatom), da je okolju prijazno in&nbsp;po\u0161teno do svojih zaposlenih (kar ni lahko poiskati \ud83d\ude15). Izberite nekaj blagovnih znamk in&nbsp;o&nbsp;njih preberite iz verodostojnih virov <a href=\"http:\/\/zelenenakupovani.cz\/web\/www\/zaloha\/cenia-akt-tema.nsf\/$pid\/MZPMSFOS8F78\">[7]<\/a>.<\/li>\n<li aria-level=\"1\">Poi\u0161\u010dite lokalne proizvajalce &#8211; ve\u010dinoma manj\u0161e lokalne proizvajalce, ki izdelujejo le &#8220;doma\u010de&#8221; izdelke v&nbsp;manj\u0161ih maloprodajnih koli\u010dinah.<\/li>\n<li aria-level=\"1\">Izberite sestavine lokalnih ali bli\u017enjih dobaviteljev ali poi\u0161\u010dite informacije o&nbsp;tem, kak\u0161ne so v&nbsp;resnici sestavine in&nbsp;kje so bile pridobljene. \u010ce proizvajalec to navede, je ve\u010dja verjetnost, da ne la\u017ee in&nbsp;da je odgovoren.<\/li>\n<li aria-level=\"1\">Nih\u010de od nas verjetno ne bo takoj stekel k&nbsp;oblastem in&nbsp;se prito\u017eil ali se obrnil na strokovnjake na temo zelenega zavajanja. V&nbsp;nekaterih dr\u017eavah pa obstaja pa mo\u017enost, da te nepo\u0161tene prakse prijavimo. Kot na primer pristojnemu in\u0161pektoratu.<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.23&#8243; _module_preset=&#8221;b69f9b3d-c69a-4c5f-a3b8-4a8a74c4c1a0&#8243; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h3>Viri<\/h3>\n<p>[1] <a href=\"https:\/\/eur-lex.europa.eu\/CS\/legal-content\/summary\/unfair-commercial-practices.html\">https:\/\/eur-lex.europa.eu\/CS\/legal-content\/summary\/unfair-commercial-practices.html<\/a><\/p>\n<p>[2] <a href=\"https:\/\/www.nogreenwashing.cz\/\">https:\/\/www.nogreenwashing.cz\/<\/a><\/p>\n<p>[3] <a href=\"https:\/\/ec.europa.eu\/environment\/eussd\/smgp\/initiative_on_green_claims.htm\">https:\/\/ec.europa.eu\/environment\/eussd\/smgp\/initiative_on_green_claims.htm<\/a><\/p>\n<p>[4] <a href=\"https:\/\/commission.europa.eu\/strategy-and-policy\/priorities-2019-2024\/european-green-deal_en\">https:\/\/commission.europa.eu\/strategy-and-policy\/priorities-2019-2024\/european-green-deal_en<\/a><\/p>\n<p>[5] <a href=\"https:\/\/dvazelenaci.cz\/greenwashing\/\">https:\/\/dvazelenaci.cz\/greenwashing\/<\/a><\/p>\n<p>[6] <a href=\"https:\/\/www.lekarna.cz\/winnis-naturel-sampon-se-zelenym-cajem-a-kastanem-vsechny-typy-vlasu-250-ml\/?gclid=CjwKCAjwqJSaBhBUEiwAg5W9p-SsfLErP5StBWFs4depcnV7HrlwhxLa4HrIJxogzu2WZCFLzs6vTBoC7P0QAvD_BwE#podrobne-informace\">https:\/\/www.lekarna.cz\/winnis-naturel-sampon-se-zelenym-cajem-a-kastanem-vsechny-typy-vlasu-250-ml\/?gclid=CjwKCAjwqJSaBhBUEiwAg5W9p-SsfLErP5StBWFs4depcnV7HrlwhxLa4HrIJxogzu2WZCFLzs6vTBoC7P0QAvD_BwE#podrobne-informace<\/a><\/p>\n<p>[7] <a href=\"http:\/\/zelenenakupovani.cz\/web\/www\/zaloha\/cenia-akt-tema.nsf\/$pid\/MZPMSFOS8F78\">http:\/\/zelenenakupovani.cz\/web\/www\/zaloha\/cenia-akt-tema.nsf\/$pid\/MZPMSFOS8F78<\/a><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Proizvajalci, ki se pretvarjajo, da so zelo ekolo\u0161ki in&nbsp;organski, a&nbsp;vse skupaj ni resnica.<\/p>\n","protected":false},"author":1,"featured_media":16826,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[126],"tags":[],"ppma_author":[165],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - 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