{"id":38665,"date":"2026-02-03T07:50:19","date_gmt":"2026-02-03T06:50:19","guid":{"rendered":"https:\/\/www.co2news.sk\/?p=38665"},"modified":"2026-02-03T07:53:26","modified_gmt":"2026-02-03T06:53:26","slug":"greenwashing-ako-rozpoznat-falosnu-udrzatelnost-a-nenaletiet-marketingovym-trikom","status":"publish","type":"post","link":"https:\/\/www.co2news.sk\/ar\/2026\/02\/03\/greenwashing-ako-rozpoznat-falosnu-udrzatelnost-a-nenaletiet-marketingovym-trikom\/","title":{"rendered":"Greenwashing: Ako rozpozna\u0165 falo\u0161n\u00fa udr\u017eate\u013enos\u0165 a nenaletie\u0165 marketingov\u00fdm trikom"},"content":{"rendered":"

V s\u00fa\u010dasnom svete, kde sa klimatick\u00e9 zmeny stali nepopierate\u013enou realitou, sa \u010doraz viac \u013eud\u00ed sna\u017e\u00ed \u017ei\u0165 udr\u017eate\u013ene. Na tento dopyt reaguj\u00fa aj firmy, no nie v\u017edy \u00faprimne. Mnoh\u00e9 spolo\u010dnosti vynakladaj\u00fa viac prostriedkov na marketing svojej \u201ezelenosti\u201c ne\u017e na skuto\u010dn\u00e9 kroky k minimaliz\u00e1cii environment\u00e1lneho vplyvu. Tento jav naz\u00fdvame \u0627\u0644\u062a\u0636\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u064a<\/strong> \u2013 praktika vytv\u00e1rania falo\u0161n\u00e9ho alebo zav\u00e1dzaj\u00faceho dojmu o ekologickosti produktu.<\/p>\n

\u010co je v skuto\u010dnosti greenwashing?<\/strong><\/p>\n

Pojem prv\u00fdkr\u00e1t pou\u017eil aktivista Jay Westerveld v roku 1986, ke\u010f si v\u0161imol ir\u00f3niu v hotelov\u00fdch karti\u010dk\u00e1ch nab\u00e1daj\u00facich host\u00ed na op\u00e4tovn\u00e9 pou\u017e\u00edvanie uter\u00e1kov kv\u00f4li \u201ez\u00e1chrane plan\u00e9ty\u201c, zatia\u013e \u010do hotel v in\u00fdch oblastiach pr\u00edrodn\u00fdmi zdrojmi plytval. Dnes greenwashing zah\u0155\u0148a \u0161irok\u00fa \u0161k\u00e1lu prakt\u00edk \u2013 od v\u00e1gnych tvrden\u00ed a\u017e po vysloven\u00e9 l\u017ei. Pod\u013ea kontroly E\u00da z roku 2020 bola takmer polovica environment\u00e1lnych tvrden\u00ed na weboch klamliv\u00e1 alebo zav\u00e1dzaj\u00faca.<\/p>\n

\n

10 pr\u00edkladov zav\u00e1dzaj\u00faceho marketingu v praxi<\/strong><\/p>\n

Nasleduj\u00face pr\u00edklady ilustruj\u00fa, ako sa firmy sna\u017eia vylep\u0161i\u0165 svoj imid\u017e bez z\u00e1sadn\u00fdch zmien vo svojom fungovan\u00ed:<\/p>\n

    \n
  1. \u201eBioplastov\u00e9\u201c a \u201ebiologicky odb\u00farate\u013en\u00e9\u201c produkty:<\/strong> Mnoh\u00e9 firmy pou\u017e\u00edvaj\u00fa tieto term\u00edny, aby navodili dojem ekologickosti, no v skuto\u010dnosti m\u00f4\u017eu by\u0165 tieto plasty vyroben\u00e9 z ropy a rozkladaj\u00fa sa len v priemyseln\u00fdch kompost\u00e9roch, ktor\u00e9 nie s\u00fa be\u017ene dostupn\u00e9.<\/li>\n
  2. \u201eEkologick\u00e1\u201c balen\u00e1 voda:<\/strong> N\u00e1zvy ako \u201eeko-f\u013ea\u0161a\u201c budia dojem udr\u017eate\u013enosti, hoci ide st\u00e1le o plast, ktor\u00e9ho v\u00fdroba a doprava m\u00e1 obrovsk\u00fa uhl\u00edkov\u00fa stopu v porovnan\u00ed s pitnou vodou z vodovodu.<\/li>\n
  3. Kozmetika s \u201epr\u00edrodn\u00fdmi zlo\u017ekami\u201c:<\/strong> V\u00fdrobcovia zd\u00f4raz\u0148uj\u00fa p\u00e1r pr\u00edrodn\u00fdch extraktov, zatia\u013e \u010do produkt obsahuje \u0161kodliv\u00e9 chemik\u00e1lie. Term\u00edn \u201epr\u00edrodn\u00fd\u201c nie je legislat\u00edvne regulovan\u00fd.<\/li>\n
  4. \u201eN\u00edzkoemisn\u00e9\u201c vozidl\u00e1:<\/strong> Automobilky propaguj\u00fa modely, ktor\u00e9 emisie zn\u00ed\u017eili len mierne oproti star\u0161\u00edm verzi\u00e1m, no st\u00e1le s\u00fa poh\u00e1\u0148an\u00e9 fos\u00edlnymi palivami a v\u00fdrazne prispievaj\u00fa k zne\u010disteniu.<\/li>\n
  5. Udr\u017eate\u013en\u00e9 kolekcie v \u201er\u00fdchlej m\u00f3de\u201c:<\/strong> Zna\u010dky ako H&M \u010di Zara propaguj\u00fa kolekcie z organickej bavlny (napr. Conscious<\/em> \u0623\u0648 Join Life<\/em>), no tie tvoria len zlomok ich produkcie, pri\u010dom zvy\u0161ok biznis modelu stoj\u00ed na nadprodukcii a neetick\u00fdch podmienkach.<\/li>\n
  6. Ropn\u00e9 giganty a obnovite\u013en\u00e1 energia:<\/strong> Ve\u013ek\u00e9 energetick\u00e9 firmy investuj\u00fa mili\u00f3ny do rekl\u00e1m o sol\u00e1rnej \u010di veternej energii, hoci drviv\u00e1 v\u00e4\u010d\u0161ina ich pr\u00edjmov st\u00e1le poch\u00e1dza z \u0165a\u017eby ropy a plynu.<\/li>\n
  7. Potraviny v klamliv\u00fdch \u201eeko\u201c obaloch:<\/strong> Pou\u017eitie kart\u00f3nu, ktor\u00fd m\u00e1 vo vn\u00fatri tenk\u00fa plastov\u00fa vrstvu, znemo\u017e\u0148uje recykl\u00e1ciu cel\u00e9ho obalu, hoci vizu\u00e1lne p\u00f4sob\u00ed ekologicky.<\/li>\n
  8. Udr\u017eate\u013en\u00e9 leteck\u00e9 paliv\u00e1 (SAF):<\/strong> Leteck\u00e9 spolo\u010dnosti s\u013eubuj\u00fa ni\u017e\u0161ie emisie v\u010faka SAF, no tieto paliv\u00e1 \u010dasto tvoria len minim\u00e1lne percento v zmesi, \u010do celkov\u00fa bilanciu letu v\u00fdrazne nemen\u00ed.<\/li>\n
  9. Zelen\u00e9 investi\u010dn\u00e9 fondy:<\/strong> Banky pon\u00fakaj\u00fa \u201eudr\u017eate\u013en\u00e9\u201c fondy, ktor\u00e9 v\u0161ak m\u00f4\u017eu obsahova\u0165 aj podiely vo firm\u00e1ch profituj\u00facich z fos\u00edlnych pal\u00edv alebo neekologick\u00e9ho priemyslu.<\/li>\n
  10. Recyklovan\u00e9 plasty v interi\u00e9roch \u00e1ut:<\/strong> Pou\u017eitie mal\u00e9ho mno\u017estva recyklovan\u00e9ho materi\u00e1lu v interi\u00e9ri je prezentovan\u00e9 ako revolu\u010dn\u00e1 ekologick\u00e1 inov\u00e1cia, hoci v kontexte cel\u00e9ho \u017eivotn\u00e9ho cyklu vozidla ide o zanedbate\u013en\u00fd posun.<\/li>\n<\/ol>\n
    \n

    Ako odhali\u0165 \u201ezelen\u00e9 klamstvo\u201c?<\/strong><\/p>\n

    Aby ste sa ako spotrebitelia nenechali oklama\u0165, je d\u00f4le\u017eit\u00e9 sledova\u0165 ur\u010dit\u00e9 varovn\u00e9 sign\u00e1ly<\/strong> (tzv. red flags):<\/p>\n

      \n
    • V\u00e1gny jazyk:<\/strong> Pou\u017e\u00edvanie slov ako \u201eeco-friendly\u201c, \u201eudr\u017eate\u013en\u00fd\u201c alebo \u201ezelen\u00fd\u201c bez konkr\u00e9tnych defin\u00edci\u00ed a merate\u013en\u00fdch \u00fadajov.<\/li>\n
    • Zav\u00e1dzaj\u00face vizu\u00e1ly:<\/strong> Obr\u00e1zky lesov, kvetov alebo zelen\u00e1 farba na obaloch maj\u00fa podvedome navodi\u0165 pocit \u010distoty, aj ke\u010f produkt s pr\u00edrodou nem\u00e1 ni\u010d spolo\u010dn\u00e9.<\/li>\n
    • Skryt\u00fd kompromis:<\/strong> Vyzdvihnutie jedn\u00e9ho detailu (napr. recyklovan\u00fd papier na krabi\u010dke), pri\u010dom sa zaml\u010diava toxick\u00e9 zlo\u017eenie obsahu.<\/li>\n
    • Falo\u0161n\u00e9 certifik\u00e1ty:<\/strong> Firmy si vytv\u00e1raj\u00fa vlastn\u00e9 grafick\u00e9 zna\u010dky, ktor\u00e9 pripom\u00ednaj\u00fa ofici\u00e1lne nez\u00e1visl\u00e9 certifik\u00e1cie, aby vzbudili falo\u0161n\u00fa d\u00f4veru.<\/li>\n
    • Irelevantn\u00e9 tvrdenia:<\/strong> Vyzdvihovanie nie\u010doho, \u010do je u\u017e d\u00e1vno dan\u00e9 z\u00e1konom, napr\u00edklad tvrdenie, \u017ee sprej je \u201ebez fre\u00f3nov\u201c.<\/li>\n<\/ul>\n
      \n

      Poh\u013ead slovensk\u00e9ho spotrebite\u013ea<\/strong><\/p>\n

      Slov\u00e1ci s\u00fa vo\u010di zelen\u00e9mu marketingu skeptick\u00ed. Pod\u013ea prieskumu agent\u00fary MNFORCE z roku 2023 si a\u017e 64 % \u013eud\u00ed mysl\u00ed, \u017ee eko-aktivity firiem s\u00fa len \u010dist\u00fd marketing<\/strong>. \u00da\u010dastn\u00edci slovensk\u00fdch fokusov\u00fdch skup\u00edn uviedli, \u017ee si \u201ezelen\u00e9\u201c trendy v\u0161\u00edmaj\u00fa najm\u00e4 pri kozmetike, oble\u010den\u00ed a potravin\u00e1ch. Greenwashing m\u00e1 na slovenskom trhu priamy dopad na naru\u0161enie d\u00f4very<\/strong> v zna\u010dky, \u010do po\u0161kodzuje aj skuto\u010dne poctiv\u00fdch v\u00fdrobcov.<\/p>\n

      \n

      Prich\u00e1dza legislat\u00edvna stopka<\/strong><\/p>\n

      Eur\u00f3pska \u00fania u\u017e podnik\u00e1 kroky na ochranu spotrebite\u013eov. Nov\u00e1 smernica Green Claims (Smernica o ekologick\u00fdch tvrdeniach)<\/strong> m\u00e1 zavies\u0165 pr\u00edsne pravidl\u00e1. Firmy bud\u00fa musie\u0165 svoje tvrdenia podlo\u017ei\u0165 vedeck\u00fdmi d\u00f4kazmi a overen\u00fdmi inform\u00e1ciami, inak im bud\u00fa hrozi\u0165 pokuty. Zak\u00e1zan\u00e9 bud\u00fa aj v\u0161eobecn\u00e9 tvrdenia ako \u201euhl\u00edkovo neutr\u00e1lny\u201c zalo\u017een\u00e9 len na syst\u00e9moch kompenz\u00e1cie emisi\u00ed (napr. v\u00fdsadba stromov).<\/p>\n

      Pri n\u00e1kupoch h\u013eadajte overen\u00e9 nez\u00e1visl\u00e9 certifik\u00e1ty ako GOTS<\/strong> (textil), FSC<\/strong> (drevo a papier), Fair Trade<\/strong> \u0623\u0648 VEGAN<\/strong>. Skuto\u010dne udr\u017eate\u013en\u00e1 firma je transparentn\u00e1, zverej\u0148uje konkr\u00e9tne d\u00e1ta o svojom vplyve a neuspokoj\u00ed sa len so zelenou n\u00e1lepkou na obale. JRi&CO2AI<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"

      V s\u00fa\u010dasnom svete, kde sa klimatick\u00e9 zmeny stali nepopierate\u013enou realitou, sa \u010doraz viac \u013eud\u00ed sna\u017e\u00ed \u017ei\u0165 udr\u017eate\u013ene. Na tento dopyt reaguj\u00fa aj firmy, no nie v\u017edy \u00faprimne. Mnoh\u00e9 spolo\u010dnosti vynakladaj\u00fa viac prostriedkov na marketing svojej \u201ezelenosti\u201c ne\u017e na skuto\u010dn\u00e9 kroky<\/p>","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29],"tags":[],"class_list":["post-38665","post","type-post","status-publish","format-standard","hentry","category-greenwashing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/posts\/38665","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/comments?post=38665"}],"version-history":[{"count":4,"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/posts\/38665\/revisions"}],"predecessor-version":[{"id":38669,"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/posts\/38665\/revisions\/38669"}],"wp:attachment":[{"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/media?parent=38665"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/categories?post=38665"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.co2news.sk\/ar\/wp-json\/wp\/v2\/tags?post=38665"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}