GREENWASHING PHENOMENON AND ITS IMPACT ON SUSTAINABLE DEVELOPMENT: CHALLENGES TO ACHIEVING SDG-12 ON SUSTAINABLE CONSUMPTION AND PRODUCTION
DOI:
https://doi.org/10.47743/asas-2024-2-767Cuvinte cheie:
greenwashing, obiective de dezvoltare durabila, SDG-12, consum sustenabil, consum verdeRezumat
Prin intermediul acestui articol, propun o analiză sintetică asupra fenomenului de greenwashing și a modului în care acesta afectează dezvoltarea durabilă, cu accent pe consumul și producția verde. Această analiză este utilă în contextul apropierii anului 2030, când se va dezbate măsura în care țintele propuse de Națiunile Unite (UN) în Obiectivele de Dezvoltare Durabilă (SDGs) au fost atinse. În prima parte articolului este descrisă traiectoria preocupărilor globale referitoare la dezvoltarea durabilă și consumul și producția sustenabilă. În cea de-a doua parte sunt descrise câteva abordări științifice referitoare la modalitățile de măsurare a consumului responsabil și sustenabil, fiind evidențiat faptul că oamenii sunt tot mai mult tentați să adopte un stil de viață bazat pe consumul „verde”, ei devenind practic consumatori „verzi”. În a treia parte este tratat fenomenul de greenwashing și implicațiile pe care le are asupra SDGs. Pe scurt, greenwashing reprezintă o strategie de dezinformare, de ascundere a unor informații (voită sau nu) în rândul consumatorilor, la care apelează diverse companii în scopul de a crea imaginea unor entități organizaționale preocupate de grija față de mediu și implementarea unor mijloace de producție sustenabile. Acest fenomen poate crea confuzii majore în rândul consumatorilor verzi, orientați spre practici de consum sustenabil. Ei ajung să nu mai realizeze dacă un produs este sau nu este sustenabil, dacă o companie este sau nu este preocupată de promovarea consumului verde, daca într-adevăr are loc o trecere de la o economie liniară la una circulară. Mai mult decât atât, greenwashing poate alimenta creșterea scepticismului pe de o parte în rândul consumatorilor care ajung să nu mai aibă incredere în practicile de consum responsabil, iar pe de altă parte în rândul investitorilor care doresc sa susțină companii care implementează activități prietenoase cu mediul. Prin urmare, fenomenul de greenwashing se dovedește o provocare majoră in calea atingerii țintelor propuse prin SDGs.
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https://www.greenwashingindex.com
https://www.un.org/sustainabledevelopment/sustainable-consumption-production/
