{"id":19243,"date":"2022-11-28T10:17:40","date_gmt":"2022-11-28T07:17:40","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=19243"},"modified":"2022-11-28T10:36:58","modified_gmt":"2022-11-28T07:36:58","slug":"markalardan-cevrecilere-yonelik-yeni-taktik-greenwashing","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2022\/11\/28\/markalardan-cevrecilere-yonelik-yeni-taktik-greenwashing\/","title":{"rendered":"Markalardan \u00c7evrecilere Y\u00f6nelik Yeni Taktik: Greenwashing"},"content":{"rendered":"\n

Haber: Esen Dolma<\/em><\/strong><\/p>\n\n\n\n

\u0130stanbul \u00dcniversitesi Haber Merkezi<\/em><\/strong><\/p>\n\n\n\n

Do\u011faya zarar vermeyen, geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclebilen bir \u00fcretim ve sunum s\u00fcrecine sahip \u00fcr\u00fcnleri ifade eden \u2018ye\u015fil\u2019 ifadesi yeme-i\u00e7me sekt\u00f6r\u00fcndeki \u2018organik\u2019 kadar mu\u011flak. Etiketler, bir \u00fcr\u00fcn\u00fcn veya hizmetin ne kadar ekolojik ve s\u00fcrd\u00fcr\u00fclebilir oldu\u011funu tespit etmek ad\u0131na yetersiz olabiliyor. \u2018Greenwashing\u2019 kavram\u0131 da \u00e7o\u011funlukla bu etiketleme ve pazarlama s\u00fcre\u00e7lerinde kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor.<\/em><\/strong><\/p>\n\n\n\n

T\u00fcrk\u00e7eye \u2018ye\u015fil aklama\u2019 olarak \u00e7evrilen greenwashing, s\u00fcrd\u00fcr\u00fclebilirlik kavram\u0131n\u0131n bir pazarlama stratejisine d\u00f6n\u00fc\u015fmesiyle hayat\u0131m\u0131za giren yeni bir s\u00f6zc\u00fck. Ne anlama geliyor derseniz… Greenfluencer (\u00e7evreci etkileyici) \/ yazar Nil Ormanl\u0131 Balp\u0131nar, \u201c\u00c7evre dostu veya ekolojik olmayan bir markan\u0131n, \u00fcr\u00fcn\u00fcn ya da servisin kendini \u00e7evre dostu veya ekolojikmi\u015f gibi g\u00f6stermesine, bunun hakk\u0131nda eksik veya yanl\u0131\u015f beyanda bulunmas\u0131na greenwashing yani ye\u015fil aklama deniyor\u201d \u015feklinde tan\u0131ml\u0131yor bu kavram\u0131. Biz de greenwashing\u2019in nas\u0131l ortaya \u00e7\u0131kt\u0131\u011f\u0131ndan tespitine kadar bir\u00e7ok konuyu Ormanl\u0131\u2019ya soruyoruz.<\/p>\n\n\n\n

\u00c7evre Konusunda Duyarl\u0131 T\u00fcketici Hedef Al\u0131n\u0131yor<\/strong><\/p>\n\n\n\n

\u00d6ncelikle kavram\u0131n ortaya \u00e7\u0131k\u0131\u015f\u0131na ve ilk nerede kullan\u0131ld\u0131\u011f\u0131na bakal\u0131m. Terimin ilk kez 1986 y\u0131l\u0131nda \u00e7evreci Jay Westerveld taraf\u0131ndan kullan\u0131ld\u0131\u011f\u0131n\u0131 belirten Ormanl\u0131, \u201cWesterveld, kald\u0131\u011f\u0131 otelde \u00e7evreyi korumas\u0131 i\u00e7in havlular\u0131 yeniden kullanmas\u0131n\u0131 s\u00f6yleyen \u2018save the towel\u2019 hareketini fark ediyor fakat otelde o kadar fazla at\u0131k \u00e7\u0131k\u0131yor ve bununla ilgili ba\u015fka bir \u015fey yap\u0131lm\u0131yor ki otelin sadece y\u0131kama masraf\u0131n\u0131 azaltmak i\u00e7in b\u00f6yle bir \u015fey yapt\u0131\u011f\u0131na kanaat getiriyor. \u2018Ye\u015fil aklama\u2019 kelimesi de buradan \u00e7\u0131k\u0131yor\u201d diyor. Yani kavram\u0131n ortaya \u00e7\u0131k\u0131\u015f\u0131 markalar\u0131n t\u00fcketicilerden gelen talebi s\u00f6m\u00fcrmesi sonucu olmayabilir. Ancak Ormanl\u0131, \u201c\u0130lk \u00e7\u0131k\u0131\u015f noktas\u0131 \u2018gelen talep\u2019 olmasa da sonras\u0131nda kesinlikle do\u011fa ve iklim krizi konusunda duyarl\u0131 t\u00fcketici hedef al\u0131n\u0131yor\u201d s\u00f6zlerini kullan\u0131yor. B\u00f6yle bir talebin, hatta b\u00f6yle bir piyasan\u0131n oldu\u011funu ke\u015ffeden herkesin greenwashing yapt\u0131\u011f\u0131n\u0131 da ekliyor: \u201cArt\u0131k her marka \u2018Haydi ben de geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclm\u00fc\u015f bir \u015fey kullanay\u0131m, c\u00fcmle i\u00e7inde s\u00fcrd\u00fcr\u00fclebilirlik kelimesini ge\u00e7ireyim de \u00e7evreci sans\u0131nlar\u2019 demeye ba\u015flad\u0131.\u201d<\/p>\n\n\n

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\"\"<\/figure><\/div>\n\n\n

\u201cB\u00fcy\u00fck markalara g\u00fcvenmemeliyiz\u201d<\/strong><\/p>\n\n\n\n

Peki, greenwashing hangi s\u00fcre\u00e7lerde kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor? Genelde etiketleme ve pazarlama s\u00fcrecinde kar\u015f\u0131m\u0131za \u00e7\u0131kt\u0131\u011f\u0131n\u0131 ifade eden Ormanl\u0131, bunu \u015fu \u00f6rneklerle a\u00e7\u0131kl\u0131yor: \u201cDenizleri temizledi\u011fini iddia eden deterjan markalar\u0131, tek kullan\u0131ml\u0131k \u00fcr\u00fcn \u00fcretmesine ra\u011fmen at\u0131ks\u0131z ya\u015fam \u00f6nerilerinde bulunanlar, d\u00fcnyan\u0131n en \u00f6nemli iklim konferans\u0131na sponsor olan d\u00fcnyan\u0131n en b\u00fcy\u00fck plastik kirleticileri, tek kullan\u0131ml\u0131k \u00fcr\u00fcnler \u00fcreten bir d\u00fckkan a\u00e7\u0131p buna \u2018d\u00f6ng\u00fcsel ekonomiye katk\u0131da bulunuyoruz, su israf\u0131n\u0131 \u00f6nl\u00fcyoruz\u2019 diyenler\u2026 K\u00f6m\u00fcre finansal yat\u0131r\u0131m yapan ama \u2018s\u00fcrd\u00fcr\u00fclebilir\u2019 bankalar mesela.\u201d Ormanl\u0131\u2019n\u0131n s\u00f6zleriyle “b\u00fcy\u00fck markalara hi\u00e7bir zaman g\u00fcvenmemeliyiz\u201d.<\/p>\n\n\n\n

Etiket Okumay\u0131 Bilmeliyiz<\/strong><\/p>\n\n\n\n

Greenwashing sadece bunlarla da s\u0131n\u0131rl\u0131 de\u011fil. Bir\u00e7ok konuda s\u00fcrd\u00fcr\u00fclebilirlik ad\u0131mlar\u0131 atmas\u0131na ra\u011fmen bir markan\u0131n yine de greenwashing yapabilece\u011fini s\u00f6yleyen Ormanl\u0131, \u201cMesela bir deterjan markas\u0131, geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclm\u00fc\u015f \u015fi\u015fe kullan\u0131yor, vegan, hayvanlar \u00fczerinde deney yapm\u0131yor, s\u00fcrd\u00fcr\u00fclebilirlik konusunda pek \u00e7ok sertifikas\u0131 bulunuyor. Her \u015fey harika ancak \u00fcr\u00fcnleri SLS, SLES, parf\u00fcm gibi do\u011faya ve insan v\u00fccuduna zararl\u0131 maddeler i\u00e7eriyor olabilir\u201d diye de ekliyor. O zaman greenwashing\u2019in tespitini kim yapacak? Cevap, t\u00fcketiciler. Ormanl\u0131, t\u00fcketicilerin, biraz daha geni\u015f \u00e7apl\u0131 d\u00fc\u015f\u00fcnmesi ve etiket okumay\u0131, \u2018eco friendly\u2019 kavram\u0131n\u0131 bilmeleri gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<\/p>\n\n\n\n

\u201cTek kullan\u0131ml\u0131k hi\u00e7bir \u00fcr\u00fcn ekolojik olamaz\u201d<\/strong><\/p>\n\n\n\n

Ekolojik sorgulama yetimizin geli\u015fmesiyle paralel \u015fekilde greenwashing tespitinin de kolayla\u015faca\u011f\u0131n\u0131 belirten Ormanl\u0131, greenwashing\u2019i anlamak i\u00e7in yap\u0131lmas\u0131 gerekenleri \u015f\u00f6yle anlat\u0131yor: \u201cTek kullan\u0131ml\u0131k hi\u00e7bir \u00fcr\u00fcn ekolojik olamaz mesela. \u0130\u00e7inde toksik kimyasal bulunduran deterjanlar da\u2026 \u00d6nce \u00f6ne s\u00fcrd\u00fc\u011f\u00fc mesaja ve bununla ilgili ne yapt\u0131\u011f\u0131na, sonra da bunun sundu\u011fu hizmet veya \u00fcr\u00fcnle \u00e7eli\u015fip \u00e7eli\u015fmedi\u011fine bakmak gerekiyor. Etiket okumay\u0131 \u00f6\u011frenmek gerek. Bir markan\u0131n hangi \u00e7at\u0131 \u015firketlere ba\u011fl\u0131 oldu\u011funa ve bu \u015firkete ba\u011fl\u0131 ba\u015fka markalar varsa onlar\u0131n da ayn\u0131 hassasiyeti g\u00f6sterip g\u00f6stermedi\u011fine bakarak da ye\u015fil aklamay\u0131 tespit edebilirsiniz. K\u0131saca her \u015feyden \u015f\u00fcphe etmeyi \u00f6\u011frenmek gerekiyor.\u201d<\/p>\n\n\n

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\"\"<\/figure><\/div>\n\n\n

Yasal D\u00fczenleme Yok<\/strong><\/p>\n\n\n\n

T\u00fcrkiye\u2019de bu konuyla ilgili yasal bir d\u00fczenleme olmad\u0131\u011f\u0131n\u0131 ifade eden Ormanl\u0131, \u201cBu\u011fday Derne\u011fi\u2019nin bir kampanyas\u0131 vard\u0131 bununla ilgili, \u2018ger\u00e7ekten do\u011fal m\u0131\u2019 diye. Ancak T\u00fcrk G\u0131da Kodeksi G\u0131da Etiketleme ve T\u00fcketicileri Bilgilendirme Y\u00f6netmeli\u011fi\u2019nde ne yaz\u0131k bir ayr\u0131m yok\u201d s\u00f6zlerini kullan\u0131yor. Ormanl\u0131 y\u00f6netmelik hakk\u0131nda da \u015fu bilgileri veriyor: K\u0131lavuz, past\u00f6rize s\u00fct, \u0131s\u0131l i\u015flem g\u00f6rm\u00fc\u015f UHT s\u00fct, siyah \u00e7ay, bitki \u00e7aylar\u0131, yumurta, bal, kahve, taze ve kurutulmu\u015f, dondurulmu\u015f meyve-sebze, yo\u011furt gibi \u00fcr\u00fcnlerde \u2018do\u011fal\u2019 ifadesinin kullan\u0131m\u0131na izin veriyor. Ancak \u2018do\u011fal\u2019 ibaresi i\u00e7in herhangi bir kriter yer alm\u0131yor. Bu da markalar\u0131n bu gibi ifadeleri belli bir kritere ba\u011fl\u0131 olmaks\u0131z\u0131n kullanmas\u0131n\u0131 kolayla\u015ft\u0131r\u0131yor.<\/p>\n\n\n\n

Karbon Sal\u0131m\u0131na Kar\u015f\u0131 Yerel \u00dcreticiye Destek<\/strong><\/p>\n\n\n\n

Bir markan\u0131n ger\u00e7ekten \u2018\u00e7evre dostu\u2019, \u2018ekolojik\u2019 veya \u2018green\u2019 oldu\u011funu nas\u0131l anlar\u0131z peki? Genellikle yerel \u00fcreticilerin b\u00f6yle oldu\u011funu ifade eden Ormanl\u0131, yerel \u00fcreticiden al\u0131\u015fveri\u015f yapman\u0131n en g\u00fczel yan\u0131n\u0131n, onlarla ileti\u015fime ge\u00e7ebilmek oldu\u011funu belirtiyor ve ekliyor: \u201cYerel \u00fcretimde lojistik faaliyeti azald\u0131\u011f\u0131 i\u00e7in karbon sal\u0131m\u0131 da en aza indirgenmi\u015f oluyor. Yerel \u00fcretici tamamen \u015feffaft\u0131r, sorular\u0131n\u0131za yan\u0131t verir. Arka etiketine \u2018y\u00fczey aktif temizleyici\u2019 yaz\u0131p ge\u00e7mez, ger\u00e7ekten ne oldu\u011funu belirtir. Parf\u00fcm kullanmaz, koruyucu eklemekten uzak durur. Plastiksiz kargo g\u00f6nderir. Temiz i\u00e7eri\u011fe \u00f6nem verir, vegan ve hayvanlar \u00fczerinde test edilmemi\u015f yani cruelty free’dir. Yava\u015f \u00fcretimi destekler. S\u00fcrd\u00fcr\u00fclebilir materyal kullan\u0131r. Geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclm\u00fc\u015f plasti\u011fin daha fazla mikroplastik yayd\u0131\u011f\u0131n\u0131 bilir ve bunu bir reklam arac\u0131 olarak kullanmaz. Kad\u0131n ve \u00e7ocuk eme\u011fine \u00f6nem verir. Yerel \u00fcretim yapar, ham maddelerini de \u00f6yle temin etmeye \u00f6zen g\u00f6sterir. Att\u0131\u011f\u0131 her ad\u0131m\u0131n gezegen \u00fczerinde bir etki b\u0131rakt\u0131\u011f\u0131n\u0131 bilir ve ona g\u00f6re hareket eder.\u201d<\/p>\n\n\n

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\"\"<\/figure><\/div>\n\n\n

\u201cT\u00fcketimimizi azaltal\u0131m\u201d<\/strong><\/p>\n\n\n\n

Ormanl\u0131, bilin\u00e7li bir t\u00fcketici olarak yapmam\u0131z gerekenleri ise \u015f\u00f6yle s\u0131ral\u0131yor: \u201c\u00d6ncelikle t\u00fcketimimizi azaltal\u0131m. Bu internet kullan\u0131m\u0131 da olabilir, al\u0131\u015fveri\u015f de. \u0130kincisi istek ve ihtiya\u00e7 aras\u0131ndaki ayr\u0131m\u0131 fark edelim. Organik pazar ve ikinci ele y\u00f6nelelim. Hayvansal t\u00fcketimimizi azaltal\u0131m. Yerel ve kad\u0131n \u00fcreticiyi destekleyelim. Tabii, yerel ve kad\u0131n \u00fcretici de s\u00fcrd\u00fcr\u00fclebilir ve etik olmayabilir. \u00c7al\u0131\u015fanlar\u0131n\u0131n haklar\u0131n\u0131 da vermeli. Bunun d\u0131\u015f\u0131nda avokado gibi baz\u0131 besinler \u00e7ok pop\u00fcler oldu ancak genelde ithal avokado sat\u0131l\u0131yor. Asl\u0131nda avokado T\u00fcrkiye\u2019de de \u00fcretiliyor. T\u00fcketicinin alaca\u011f\u0131 \u00fcr\u00fcn\u00fcn nerede \u00fcretildi\u011fini sorgulamas\u0131 gerekiyor.\u201d<\/p>\n\n\n\n

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\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"

Haber: Esen Dolma \u0130stanbul \u00dcniversitesi Haber Merkezi Do\u011faya zarar vermeyen, geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclebilen bir \u00fcretim ve sunum s\u00fcrecine sahip \u00fcr\u00fcnleri ifade eden \u2018ye\u015fil\u2019 ifadesi yeme-i\u00e7me sekt\u00f6r\u00fcndeki \u2018organik\u2019 kadar mu\u011flak. Etiketler, bir \u00fcr\u00fcn\u00fcn veya hizmetin ne kadar ekolojik ve s\u00fcrd\u00fcr\u00fclebilir oldu\u011funu tespit etmek ad\u0131na yetersiz olabiliyor. \u2018Greenwashing\u2019 kavram\u0131 da \u00e7o\u011funlukla bu etiketleme ve pazarlama s\u00fcre\u00e7lerinde kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. […]<\/p>\n","protected":false},"author":14,"featured_media":19244,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"subtitle":"","format":"standard","video":"","gallery":"","source_name":"","source_url":"","via_name":"","via_url":"","override_template":"0","override":[{"template":"1","single_blog_custom":"","parallax":"1","fullscreen":"1","layout":"double-sidebar","sidebar":"single-left","second_sidebar":"default-sidebar","sticky_sidebar":"1","share_position":"top","share_float_style":"share-monocrhome","show_share_counter":"1","show_view_counter":"1","show_featured":"1","show_post_meta":"1","show_post_author":"1","show_post_author_image":"1","show_post_date":"1","post_date_format":"default","post_date_format_custom":"Y\/m\/d","show_post_category":"1","show_post_reading_time":"0","post_reading_time_wpm":"300","show_zoom_button":"0","zoom_button_out_step":"2","zoom_button_in_step":"3","show_post_tag":"1","show_prev_next_post":"1","show_popup_post":"1","number_popup_post":"1","show_author_box":"0","show_post_related":"0","show_inline_post_related":"1"}],"override_image_size":"0","image_override":[{"single_post_thumbnail_size":"crop-500","single_post_gallery_size":"crop-500"}],"trending_post":"0","trending_post_position":"meta","trending_post_label":"Trending","sponsored_post":"0","sponsored_post_label":"Sponsored by","sponsored_post_name":"","sponsored_post_url":"","sponsored_post_logo_enable":"0","sponsored_post_logo":"","sponsored_post_desc":"","disable_ad":"0"},"jnews_primary_category":{"id":""},"jnews_social_meta":{"fb_title":"","fb_description":"","fb_image":"","twitter_title":"","twitter_description":"","twitter_image":""},"jnews_override_counter":{"override_view_counter":"0","view_counter_number":"0","override_share_counter":"0","share_counter_number":"0","override_like_counter":"0","like_counter_number":"0","override_dislike_counter":"0","dislike_counter_number":"0"},"footnotes":""},"categories":[2085,35],"tags":[2300,2296,2297,2299,2298,2301],"class_list":["post-19243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-manset-haber","category-yasam","tag-greenfluencer","tag-greenwashing","tag-greenwashing-nedir","tag-nil-ormanli-balpinar-greenwashing","tag-yesil-aklama","tag-yesil-aklama-nedir"],"_links":{"self":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/19243","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/comments?post=19243"}],"version-history":[{"count":0,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/19243\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media\/19244"}],"wp:attachment":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media?parent=19243"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/categories?post=19243"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/tags?post=19243"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}