Primerjalna študija ekoloških certifikatov v dobavni verigi medu

Marinović, Ivana

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Title:	Primerjalna študija ekoloških certifikatov v dobavni verigi medu
Authors:	ID Marinović, Ivana (Author) ID Radonjič, Gregor (Mentor) More about this mentor...
Files:	MAG_Marinovic_Ivana_2019.pdf (2,53 MB) MD5: 62AB56EE5574DCC7FE6872C06278508F PID: 20.500.12556/dkum/246f438f-1e5e-4395-aa01-45a0cdb50810
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Izzivi konvencionalnega kmetijstva so pereči problem sodobne družbe in povzročajo številne gospodarske, okoljske in socialne stroške, ki se jih potrošniki zavedajo. Sodobna družba se srečuje z okoljskimi izzivi ter doseganje trajnosti je postalo izziv za številne države. Globalna rast ekološke osveščenosti je povzročila rast povpraševanja po ekološko pridelani hrani. Ker potrošniki na prodajnem mestu ne morejo razlikovati ekoloških izdelkov od neekoloških, so v celoti odvisni od ekološke oznake, ki predstavlja instrument komunikacije s podjetjem. V magistrskem delu smo opisali in predstavili spoznanja o ekoloških certifikati v dobavni verigi medu. S ciljem ugotavljanja razlik med pogoji za pridobitev ekoloških certifikatov za med v EU, ZDA in Avstraliji smo s pomočjo metod kompilacije, deskripcije in komparacije percipirali razlike in podobnosti teh predpisov. V okviru ugotavljanja ali se in v koliki meri se na embaliranemu medu pojavljajo kriteriji okoljskega zavajanja smo s pomočjo metod opazovanja, deskriptivno metodo in metodo komparacije v spletnih trgovinah ZDA, EU in Avstralije opazovali ponudbo in pregledali oznake na embaliranemu medu. V okviru proučevanja prispevka ekoloških oznak k sledljivosti v dobavni verigi medu smo s pomočjo analize SWOT in metode kompilacije proučevali prednosti in slabosti ekoloških oznak v dobavni verigi medu in njihove priložnosti ter nevarnosti. Ugotovitve raziskovalnih hipotez zagotavljajo vpogled v pridelovalne metode za pridobitev ekološkega certifikata za med v ZDA, EU in v Avstraliji. Ugotovitve kažejo tudi na neobstoj standardov za ekološko čebelarjenje v ZDA, s čimer se ta zakonodaja bistveno razlikuje od zakonodaj EU in Avstralije. Na primeru embaliranega medu smo opazili številne kriterije okoljskega zavajanja, ki se na embalaži nahajajo v obliki zavajajočih izjav. Najpogosteje smo zaznali kriterija besede in/ali terminov brez jasnega pomena in sugestivne slike, čeprav smo opazili tudi druge vidike okoljskega zavajanja, in sicer: uporabo neverodostojnih oznak, pomanjkljive dokaze, nepomembne informacije ter nerazumljive izraze. V okviru kriterija besede in/ali terminov brez jasnega pomena smo najpogosteje opazili različice izraza »natural«, ki potrošnike zavaja, da je med pridelan po visokih ekoloških standardih, čeprav pooblaščeni nadzorni organi nimajo zakonske avtoritete nad tem izrazom. V okviru sugestivnih slik pa smo opazili pogosto uporabo slik, ki namigujejo na neutemeljen zeleni vpliv. Ključno prednost ekoloških oznak predstavlja dejstvo, da potrošniki postajajo vse bolj prefinjeni pri svojih nakupovalnih odločitvah. Pomemben korak za pridobivanje ekološkega certifikata oz. ekološke oznake so zahteve po sledljivosti, ki morajo biti po ekološki zakonodaji dostopne vsem udeležencem v dobavni verigi. Nadzorni organi pa igrajo pomembno vlogo pri zagotavljanju zanesljivosti sistema z inšpekcijskim nadzorom. Na drugi strani medalje pa so razvidni negativni aspekti ekoloških oznak, ki se kažejo kot neprepoznavanje pomena ekoloških oznak s strani potrošnikov. Dodaten izziv predstavlja okoljsko zavajanje in posledica tega dejanja, medtem ko se izvozniki srečujejo z pomanjkanjem poenotenja standardov na globalnem trgu
Keywords:	med, ekološko kmetijstvo, ekološke oznake, sledljivost, okoljsko zavajanje
Place of publishing:	Maribor
Publisher:	[I. Marinović]
Year of publishing:	2019
PID:	20.500.12556/DKUM-73807
UDC:	638
COBISS.SI-ID:	13415452
NUK URN:	URN:SI:UM:DK:KGBD6KNJ
Publication date in DKUM:	22.10.2019
Views:	1501
Downloads:	206
Metadata:
Categories:	EPF
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Licences

License:	CC BY 4.0, Creative Commons Attribution 4.0 International

Link:	http://creativecommons.org/licenses/by/4.0/
Description:	This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:	17.06.2019

Secondary language

Language:	English
Title:	Comparative study of eco-certificates in supply chain of honey products
Abstract:	Challenges of conventional agriculture are a pressing problem of modern society and cause a lot of economic, environmental and social costs which consumers are aware of. Modern society is confronted with environmental challenges and achieving sustainability has become a challenge for many countries. The global growth of environmental awareness has led to a growth in demand for organic food. Since consumers at the point of sale cannot distinguish organic products from non-organic ones, they are completely dependent on the organic label, which represents an instrument of communication with the company. In the master's thesis, we have described and presented the findings on eco-certificates in the supply chain of honey products. In order to determine the differences between the requirements for obtaining eco-certifiactes for honey in the EU, USA and Australia, we have perceived the differences and similarities of these regulations using compilation, description and comparison method. Within the framework of determining whether and to what extent the criteria of greenwashing appear on the packaged honey, we have observed the offer and examined the labels on wrapped honey, using observation, descriptive and comparison method in the USA, EU and Australian online stores. In the context of the contribution of organic labels to traceability in the supply chain of honey, we analyzed the advantages and disadvantages of organic labels in the supply chain of honey and their opportunities and threats using SWOT analysis and compilation method. The findings of the research hypotheses provide an insight into the production methods for obtaining an eco-certificate for honey in the USA, the EU and Australia. The findings also show a lack of standards for organic beekeeping in the USA, with which that legislation differs significantly from the EU and Australian legislations. In the case of wrapped honey, we have precipitated numerous criteria of greenwashing, which are located on the packaging in the form of misleading statements. We often detected the criteria words and/or terms without clear meaning and suggestive images, although we also noticed other criteria of greenwashing: the use of unreliable labels, lack of evidence, irrelevant information and incomprehensible expressions. In the context of words and/or terms without clear meaning, we observed variations of the term ''natural'', which may mislead consumers that honey has been produced according to high organic standards, although the authorized supervisory authorities have no legal authority over this term. In the context of suggestive images, we often noticed the use of images that indicate an unreasonable green influence. The key strength of organic labels is the fact that consumers are becoming increasingly sophisticated in their purchasing decisions. An important step in obtaining eco-certificate or organic label are the traceability requirements, which, according to organic legalization, must be accessible to all participants in the supply chain. Supervisory authorities play an important role in ensuring the reliability of the system through inspection. The other side of the coin is showing the negative aspects of organic labels, which appears as unawareness of the importance of organic labels by consumers. An additional challenge is greenwashing and the consequence of this act, while exporters face a lack of uniform standards in the global market.
Keywords:	honey, organic farming, organic labels, traceability, greenwashing

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