Sustainable development and the problem of ecomanipulation

Potražnja za zelenim proizvodima i uslugama znatno se povećala posljednjih godina. Funkcionalnost i emocionalna privlačnost marke danas nije dovoljna jer potrošači također očekuju i društvenu odgovornost poduzeća. Pitanje održivog razvoja i očuvanja svijeta u kojem živimo došlo je uvelike do izražaja što je utjecalo na kontinuirani rast zelenog konzumerizma te prisilio tvrtke da promijene svoja stajališta i marketinške strategije prema okolišu. Da bi stvorile uspješnu marku u industriji potrošačkih proizvoda, tvrtke moraju uključiti i ekološku dimenziju pri čemu dolaze u točku odlučivanja o modificiranju njihovih proizvodnih procesa ili opiranju tranziciji i vježbanju tehnika manipulacije radi prikaza ekološki prihvatljive slike. Tu se javlja problem eko-manipulacije kao negativne prakse zelenog marketinga, koja je u tolikom porastu da je postala i globalni problem. Skepticizam potrošača i nedostatak povjerenja prema zelenim zahtjevima prijetnja je ne samo zelenim tržištima proizvoda, već i cijeloj reklamnoj industriji, cijenjenim tvrtkama i inicijativama. Cilj rada je ukazati negativan utjecaj eko-manipulacije u zelenom marketingu na komponentu održivog razvoja te ocijeniti informiranost i zanimanje potrošača za cjelokupnu problematiku.Demand for green products and services has increased significantly in recent years. The functionality and emotional appeal of a brand today is not enough because consumers expect corporate and social responsibility as well. The issue of sustainable development and preservation of the world in which we all live has come to the fore, which has influenced the continuous growth of green consumerism and forced companies to change their attitudes and marketing strategies towards the environment. To create a successful brand in the consumer products industry, companies must also include an environmental dimension by coming to the point of deciding whether to modify their manufacturing processes or resist transition and practice manipulation techniques to display an environmentally friendly image. This is where the problem of eco-manipulation arises as a negative practice of green marketing, which is so growing that it has become a global problem. Consumer skepticism and lack of confidence in green demands is a threat not only to green product markets, but also to the entire advertising industry, esteemed companies and initiatives. The aim of this paper is to point out negative impact of eco-manipulation in green marketing practices on the component of sustainable development and also to assess consumer awareness and interest in the whole issue