8. Greenwashing – kiedy „ekologiczny wizerunek” staje się nieetyczny? Zakres: marketing ekologiczny, wprowadzanie klientów w błąd, przykłady kampanii i ich ocena. 15 slajdow

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This presentation explores greenwashing, defining its mechanisms and common techniques such as vague claims and misleading labels. It evaluates real-world campaigns from brands like Volkswagen, H&M, and Ryanair, revealing that 53% of eco-claims raise doubts. The discussion extends to ethics and regulations, emphasizing the need for verifiable communication under EU Green Claims. The conclusion advocates for clear, measurable, and evidence-based environmental messaging.