{"id":30,"date":"2024-04-04T08:06:00","date_gmt":"2024-04-04T05:06:00","guid":{"rendered":"https:\/\/sisu.ut.ee\/edujategu16\/233-rohepesu\/"},"modified":"2024-05-10T14:28:00","modified_gmt":"2024-05-10T11:28:00","slug":"233-rohepesu","status":"publish","type":"page","link":"https:\/\/sisu.ut.ee\/edujategu16\/233-rohepesu\/","title":{"rendered":"2.3.3 Rohepesu"},"content":{"rendered":"<h1 id=\"page-title\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-79\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/sissejuhatus-1024x1024.png\" alt=\"\" width=\"50\" height=\"50\">\u00a0<span style=\"color: #28aae1;\">2.3.3. ROHEPESU<\/span><\/h1>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: #202122;\">J\u00e4tkusuutlikkusest r\u00e4\u00e4kides ei saa k\u00e4sitlemata j\u00e4tta sellist n\u00e4htust nagu rohepesu.<\/span><\/span><\/span><\/span><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><b><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: #202122;\">Rohepesu<\/span><\/span><\/span><\/span><\/b><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: #202122;\"> ehk <b>\u00f6koeksitamine<\/b> <\/span><\/span><\/span><\/span><u><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: #0645ad;\">(<\/span><\/span><\/span><\/span><\/u><i><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: #202122;\">greenwash<\/span><\/span><\/span><\/span><\/i><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: #202122;\">) on turundusv\u00f5te, mille korral esitletakse keskkonnavaenulikku <\/span><\/span><\/span><\/span><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: black;\">tegevust \u00fcldsusele <\/span><\/span><\/span><\/span><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: #202122;\">positiivsena, varjates liialdades toote v\u00f5i teenuse tegelikke omadusi. Rohepesule osutab tihti see, kui firma kulutab m\u00e4rgatavalt rohkem raha ja aega toote \u201croheliseks\u201d reklaamimisele kui toote enda arendamisele keskkonnas\u00f5bralikumaks.<\/span><\/span><\/span><\/span><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><b><span lang=\"ET\"><span style=\"line-height: 115%;\"><span style=\"color: #1a1a1a;\">Roheturundus <\/span><\/span><\/span><\/b><span lang=\"ET\"><span style=\"line-height: 115%;\"><span style=\"color: #1a1a1a;\">on keskkonnas\u00f5bralike toodete v\u00f5i teenuste reklaam, mida kasutatakse inimeste tarbimisharjumuste muutmiseks ebatraditsiooniliste toodete\/teenuste puhul. Need tooted\/teenused h\u00f5lmavad sageli keerukaid taustaprobleeme nagu \u00fcletarbimine, kliimamuutus jne.<\/span><\/span><\/span><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><b><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: #202122;\">Rohepunastamine <\/span><\/span><\/span><\/span><\/b><span lang=\"ET\"><span style=\"background: white;\"><span style=\"line-height: 115%;\"><span style=\"color: #202122;\">ehk \u00f6kopunastamine toimub siis, kui ettev\u00f5te jagab liiga v\u00e4he v\u00f5i pea \u00fcldse mitte infot enda sotsiaalselt ja keskkonnaalaselt vastutustundlikest ettev\u00f5tmistest v\u00f5i oma toote keskkonnapositiivsetest omadustest. Ehk ettev\u00f5te teeb midagi, aga ei r\u00e4\u00e4gi sellest.<\/span><\/span><\/span><\/span><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" width=\"584\" height=\"816\" class=\"alignnone wp-image-51\" style=\"width: 584px; height: 816px;\" title=\"Joonis 9. Rohepesu Autorid: Laura Bondl, Tabea Breidentach. T\u00f5lkis: Kertu Leesmaa. \" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/rohepesu.png\" alt=\"joonis 9\" srcset=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/rohepesu.png 584w, https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/rohepesu-215x300.png 215w\" sizes=\"auto, (max-width: 584px) 100vw, 584px\"><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><span lang=\"ET\"><span style=\"line-height: 115%;\">Allikas: Eesti Roheline Liikumine, <\/span><\/span><a href=\"https:\/\/roheline.ee\/ara-lase-end-petta-ehk-luhidalt-rohepesust-est-eng\/\" target=\"_blank\" rel=\"noopener\"><span style=\"line-height: 115%;\">https:\/\/roheline.ee\/ara-lase-end-petta-ehk-luhidalt-rohepesust-est-eng\/<\/span><\/a><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><span style=\"background: white;\"><span lang=\"ET\"><span style=\"line-height: 115%;\"><span style=\"color: black;\">Rohepesu veab inimesi alt<\/span><\/span><\/span><span lang=\"ET\"><span style=\"line-height: 115%;\"><span style=\"color: black;\"> ja v\u00f5tab neilt otsustusv\u00f5imaluse kaupade ostmisel: inimesed usuvad, et k\u00e4ituvad oma v\u00e4\u00e4rtusele vastavalt (nt p\u00fc\u00fcdes olla looduss\u00f5bralik), kuid tegelikult on neid lollitatud ning petetud firmade poolt, kes proovivad v\u00f5ita nende usaldusv\u00e4\u00e4rsust valelike meetoditega. Samuti meelitab rohepesu inimeste t\u00e4helepanu \u00e4ra tegelikelt probleemidelt, nagu n\u00e4iteks sotsiaalselt ja \u00f6koloogiliselt \u00f5iglase tootmisprotsessi loomine. Seega liigub rohepesu ohvri fookus toodet ostes mujale, kui tegevustele, mis p\u00e4riselt toetaksid globaalse vaesuse ja n\u00e4lja vastu v\u00f5itlemist, sealjuures negatiivse m\u00f5jude v\u00e4hendamist nii inimeste tervisele kui keskkonnale. (Eesti Roheline Liikumine, 2022)<\/span><\/span><\/span><\/span><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><b><span lang=\"ET\"><span style=\"line-height: 115%;\">Lisalugemiseks:<\/span><\/span><\/b><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><span lang=\"ET\"><span style=\"line-height: 115%;\">Rohepesu kohta vaadake klippi: <\/span><\/span><a href=\"https:\/\/keskkonnaharidus.ee\/et\/oppematerjalid\/keskkonnaklipp-rohepesu\" target=\"_blank\" rel=\"noopener\"><span style=\"line-height: 115%;\">https:\/\/keskkonnaharidus.ee\/et\/oppematerjalid\/keskkonnaklipp-rohepesu<\/span><\/a><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><span lang=\"ET\"><span style=\"line-height: 115%;\">N\u00e4idisjuhtumina tasub lugeda ja anal\u00fc\u00fcsida j\u00e4rgmist artiklit:<\/span><\/span><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><a href=\"https:\/\/laser.ee\/keskkond\/ettevaatust-rohe-juustu-rohepesu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"line-height: 115%;\">https:\/\/laser.ee\/keskkond\/ettevaatust-rohe-juustu-rohepesu\/<\/span><\/a><\/p>\n<p style=\"margin-bottom: 0cm; text-align: justify;\"><span lang=\"ET\"><span style=\"line-height: 115%;\">2021 ja 2022 rohepesu n\u00e4ited (inglise keeles): <\/span><\/span><a href=\"https:\/\/thesustainableagency.com\/blog\/greenwashing-examples\/\" target=\"_blank\" rel=\"noopener\"><span style=\"line-height: 115%;\">https:\/\/thesustainableagency.com\/blog\/greenwashing-examples\/<\/span><\/a><\/p>\n<p><\/p><div class=\"accordion mb-3\">\n        <div class=\"accordion-item accordion-item--white\">\n        <h2 class=\"accordion-header\" id=\"accordion-69df4218a6f37-heading\">\n            <button class=\"accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\" data-bs-target=\"#accordion-69df4218a6f37-collapse\" aria-expanded=\"true\" aria-controls=\"accordion-69df4218a6f37-collapse\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-187\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/ulesanne-1024x1024.png\" alt=\"\" width=\"40\" height=\"40\" srcset=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/ulesanne-1024x1024.png 1024w, https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/ulesanne-300x300.png 300w, https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/ulesanne-150x150.png 150w, https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/ulesanne-768x768.png 768w, https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/566\/ulesanne.png 1080w\" sizes=\"auto, (max-width: 40px) 100vw, 40px\">\u00a0\u00dclesanne 2.3.3 Rohepesu<\/button>\n        <\/h2>\n        <div id=\"accordion-69df4218a6f37-collapse\" class=\"accordion-collapse collapse\" aria-labelledby=\"accordion-69df4218a6f37-heading\">\n            <div class=\"accordion-body\">\n<p>M\u00e4\u00e4ratle, kas tegemist on rohepesuga:<\/p>\n\n\n<div class=\"h5p-iframe-wrapper\"><div class=\"video-placeholder-wrapper video-placeholder-wrapper--fixed\" style=\"height: 366px;\">\n\t\t\t    <div class=\"video-placeholder d-flex justify-content-center align-items-center\">\n\t\t\t        <div class=\"overlay text-white p-2 w-100 text-center d-block justify-content-center align-items-center\">\n\t\t\t            <div>Kolmandate osapoolte sisu n\u00e4gemiseks palun n\u00f5ustu k\u00fcpsistega.<\/div>\n\t\t\t            <button class=\"btn btn-secondary btn-sm mt-1 consent-change\">Muuda n\u00f5usolekut<\/button>\n\t\t\t        <\/div>\n\t\t\t    <\/div>\n\t\t\t<\/div>\n<\/div>\n\n\n<p><\/p><\/div>\n        <\/div>\n        <\/div>\n    <\/div>\n\n<p style=\"margin-bottom:0cm;text-align:justify\">\n\t\u00a0\n<\/p>\n<p style=\"margin-bottom:0cm;text-align:justify\">\n\t\u00a0\n<\/p>","protected":false},"excerpt":{"rendered":"<p>\u00a02.3.3. ROHEPESU J\u00e4tkusuutlikkusest r\u00e4\u00e4kides ei saa k\u00e4sitlemata j\u00e4tta sellist n\u00e4htust nagu rohepesu. Rohepesu ehk \u00f6koeksitamine (greenwash) on turundusv\u00f5te, mille korral esitletakse keskkonnavaenulikku tegevust \u00fcldsusele positiivsena, varjates liialdades toote v\u00f5i teenuse tegelikke omadusi. Rohepesule osutab tihti see, kui firma kulutab m\u00e4rgatavalt &#8230;<\/p>\n","protected":false},"author":263,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-30","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/sisu.ut.ee\/edujategu16\/wp-json\/wp\/v2\/pages\/30","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sisu.ut.ee\/edujategu16\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/sisu.ut.ee\/edujategu16\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/sisu.ut.ee\/edujategu16\/wp-json\/wp\/v2\/users\/263"}],"replies":[{"embeddable":true,"href":"https:\/\/sisu.ut.ee\/edujategu16\/wp-json\/wp\/v2\/comments?post=30"}],"version-history":[{"count":7,"href":"https:\/\/sisu.ut.ee\/edujategu16\/wp-json\/wp\/v2\/pages\/30\/revisions"}],"predecessor-version":[{"id":274,"href":"https:\/\/sisu.ut.ee\/edujategu16\/wp-json\/wp\/v2\/pages\/30\/revisions\/274"}],"wp:attachment":[{"href":"https:\/\/sisu.ut.ee\/edujategu16\/wp-json\/wp\/v2\/media?parent=30"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}