Greenwashing, mchitidwe wotsatsa "wobiriwira".

kutchikira

Kodi mukusintha zomwe mumadya kuti mukhale okhazikika? Mwinamwake panjira mudzakhala ndi zokayika zambiri zokhudzana ndi zowona za zomwe malemba a izi kapena mankhwala amayesa kukugulitsani. Ndipo kuti n'zosavuta kukhala wozunzidwa ndi greenwashing.

Makampani samasewera mwachilungamo nthawi zonse njira zamalonda. Kafukufuku wina amati 4,8 yokha mwazinthu zomwe zimatchulidwa kuti "zobiriwira" zimayankhadi kumayendedwe ake. Momwe mungadziwire ndikuchita motsutsana ndi greenwashing?

Greenwashing ndi chiyani?

Tiyeni tiyambire pachiyambi. Greenwashing ndi chiyani? Mwachidule tinganene kuti ndi a Green Marketing mchitidwe cholinga chake ndi kupanga chithunzi chonyenga cha udindo wa chilengedwe, kugwiritsa ntchito mwayi wokhudzidwa ndi chikhalidwe cha anthu omwe amagwiritsira ntchito mautumiki kapena zinthuzi.

Green

Mawu omwe amachokera ku Chingerezi chobiriwira (chobiriwira) ndi kutsuka (kuchapa), si chatsopano. Malinga ndi Encyclopedia of Corporate Social Responsibility, inali katswiri wa zachilengedwe Jay Westerveld amene adapanga mawuwa muzolemba za 1986, kenako kutanthauza zamakampani ahotelo.

Imadziwikanso kuti eco whitening, kuchapa zachilengedwe kapena eco imposture, greenwashing kusocheretsa anthu, kutsindika zidziwitso za chilengedwe za kampani, munthu kapena katundu pamene izi ziri zosafunika kapena zopanda pake.

Zotsatira

Mchitidwe woipa uwu umene makampani ambiri amagwiritsa ntchito masiku ano kuti ayeretse fano lawo ndikupeza makasitomala ali ndi zotsatira zofunikira zomwe zimakhudza ogula, msika komanso, ndithudi, chilengedwe.

  1. kumabweretsa zolakwika za kuzindikira mu ogula ndi kutengerapo mwayi kwa wogula chikhumbo kumanga zabwino chilengedwe chikhalidwe.
  2. Sikuti phindu lotsatsa silikuchitika, koma zimapanga mphamvu zambirikapena poonjezera madyedwe.
  3. Ndizovulaza makampani ena, chifukwa kumabweretsa mpikisano wopanda chilungamo, zosagwirizana ndi udindo wamakampani.

Momwe mungazindikire?

Pofuna kupewa greenwashing, muyenera kudziwa momwe mungadziwire. Ndi njira ziti zomwe makampani amagwiritsa ntchito kuti apange lingaliro ili la udindo wachilengedwe kapena kukhazikika? Kuwadziwa kudzatithandiza kukhala atcheru komanso atcheru ku mauthenga ena.

  • Chenjerani ndi "zachilengedwe", "100% eco" ndi "bi(o)". Ngati malondawo akuwonetsa zonena zamtunduwu ndipo sizimatsagana nazo ndikufotokozera mwatsatanetsatane, khalani okayikira. Pamene mankhwala alidi organic, sazengereza kupereka mwatsatanetsatane ndi momveka bwino zosakaniza zake ndi njira zopangira.
  • Pewani kulankhula momveka bwino. Njira ina yodziwika bwino ndikuyambitsa mawu kapena mawu omwe amatanthawuza zopindulitsa zokhazikika kapena zachilengedwe koma popanda lingaliro lomveka bwino kapena maziko.
  • Musalole kuti mtunduwo ukupusitseni: Kukopa zobiriwira pa zolemba zawo ndizofala m'makampani omwe akufuna kukutsimikizirani za ubale wawo ndi kukhazikika komanso kusamalira chilengedwe. Inde, chifukwa mankhwala amagwiritsa ntchito mtundu wobiriwira simuyenera tsopano kuganiza kuti pali chinyengo, koma kuti sikokwanira kuti musankhe.
  • Osati kuthandizira chifukwa chobiriwira Ndi wobiriwira. Komanso sikokwanira kuti kampaniyo ikuthandiza gulu lomwe likulimbana ndi chilengedwe kuti litsimikizire kuti katundu wa kampaniyo ndi wopangidwa.

Zitsanzo za Greenwashing

Njira zazikulu zikadziwika, njira yabwino yopewera kugwa muchinyengo ndi werengani zolemba mosamala ndi kugawanitsa kapangidwe ka mankhwala. Nanga bwanji ngati zinthu zomwe tikufuna sizili pa lebulo? Ndiye mukhoza kufufuza pa webusaiti yawo. Khalani okayikira ngati palibenso; kusowa kwa chidziwitso chomveka bwino komanso cholondola nthawi zambiri kumakhala tcheru.

Mukamawerenga zolemba zidzakuthandizani kwambiri kudziwa satifiketi ya chipani chachitatu osakhudzidwa. Si masitampu onse ali ndi mtengo wofanana; yang'anani omwe amapereka zitsimikizo pamlingo waku Spain ndi waku Europe. Talankhula kale ku Beziya za certification za nsalu ndipo tikulonjeza kutero patsogolo pa ma Ecolabel ena aku Europe omwe amatsimikizira kukhudzidwa kochepa pa chilengedwe.

Nkhani yowonjezera:
Makalata okhazikika omwe muyenera kudziwa

Nenani zachinyengo

Mukazindikira chinyengo, musachiwerenge, nenani! Mutha kuchita izi kudzera pamasamba ochezera, mkati mwa kampani yomweyi komanso ngati wogula mu imodzi mwazo mabungwe oteteza ogula.


Zomwe zili m'nkhaniyi zikutsatira mfundo zathu za malamulo okonzekera. Kuti mufotokoze cholakwika dinani Apa.

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  1. Wotsogolera pazosankhazi: Miguel Ángel Gatón
  2. Cholinga cha deta: Control SPAM, kasamalidwe ka ndemanga.
  3. Kukhazikitsa: Kuvomereza kwanu
  4. Kulumikizana kwa zomwe zafotokozedwazo: Zomwezo siziziwululidwa kwa anthu ena kupatula pakukakamizidwa mwalamulo.
  5. Zosunga: Zosungidwa ndi Occentus Networks (EU)
  6. Ufulu: Nthawi iliyonse mutha kuchepetsa, kuchira ndikuchotsa zidziwitso zanu.

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