Bio alebo greenwashing? Analýza deklarovaných atribútov u vybraných biopotravín.

Barbora POMPOŠOVÁ

Bachelor's thesis

Bio or greenwashing? Analysis of declared attributes of selected organic foods.

Abstract:

Témou tejto bakalárskej práce je predovšetkým novodobý fenomén greenwashing. Konkrétne ide o tému "Bio alebo greenwashing". Cieľom práce je analýza deklarovaných atribútov greenwashingov u vybraných biopotravinách. Teoretická časť práce sa zameriava okrem pojmu greenwashing jeho definíciou, cez vývoj, praktiky, formy až po greenwashing v rámci Európy. Ďalšia kapitola opisuje zelený marketing, ktorý s greenwashingom súvisí, preto je dôležitá jeho interpretácia, stratégie a popis zeleného marketingu v rámci privátnych značiek obchodných reťazcov supermarketov Albert so svojou značkou Nature´s Promise a Kaufland so značkou K-Bio, ktoré súvisia s praktickou časťou tejto práce. Poslednou kapitolou je kapitola o biopotravinách a s nimi súvisiace ekologického poľnohospodárstvo, značenia v rámci biopotravín, kvalita za značkou biopotravín, národné a európske značky kvality potravín a v neposlednom rade legislatíva biopotravín. Výsledkom výskumu je analýza vybraných biopotravín, na ktorých boli interpretované hriechy greenwashingu.

Abstract:

The topic of this thesis is mainly the modern phenomenon of greenwashing. Specifically, the topic is "Bio or greenwashing". The aim of the thesis is to analyse the claimed attributes of greenwashing in selected organic food products. The theoretical part of the thesis focuses on the concept of greenwashing, in addition to its definition, development, practices, forms and greenwashing within Europe. The next chapter describes green marketing, which is related to greenwashing, therefore its interpretation, strategies and description of green marketing within the private label supermarket chains Albert with its Nature's Promise brand and Kaufland with its K-Bio brand, which are related to the practical part of this thesis, are important. The last chapter is the chapter on organic food and related organic farming, labelling within organic food, the quality behind the organic food label, national and European food quality labels and last but not least the organic food legislation. The result of the research is the analysis of selected organic foods, on which the sins of greenwashing were interpreted.

Keywords

greenwashing, bio, hriechy greenwashingu, certifikácia, biopotraviny, supermarket, relevancia, Nature´s Promise, K-Bio, analýza biopotravín

Language used: Czech

Date on which the thesis was submitted / produced: 10. 4. 2024

Thesis defence

• Supervisor: Mgr. Tomáš Daněk, Ph.D.

Palacký University Olomouc

Faculty of Science

Bachelor programme / field:
International Development and Environmental Studies / International Development and Environmental Studies