{"id":22659,"date":"2026-06-09T12:52:31","date_gmt":"2026-06-09T10:52:31","guid":{"rendered":"https:\/\/humananova.org\/?p=22659"},"modified":"2026-06-16T11:15:47","modified_gmt":"2026-06-16T09:15:47","slug":"odrziva-moda-bez-greenwashinga","status":"publish","type":"post","link":"https:\/\/humananova.org\/en\/2026\/06\/09\/odrziva-moda-bez-greenwashinga\/","title":{"rendered":"Odr\u017eiva moda bez greenwashinga | Humana Nova"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Interes za odr\u017eivu modu raste jer sve vi\u0161e ljudi \u017eeli znati odakle dolazi njihova odje\u0107a, kako je proizvedena i \u0161to se s njom doga\u0111a nakon kori\u0161tenja.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No uz taj interes pojavio se i problem koji \u010desto zbunjuje kupce. Proizvod se predstavlja kao ekolo\u0161ka odje\u0107a, kampanja izgleda zeleno, poruka zvu\u010di odgovorno, ali stvarne informacije ponekad ostanu nejasne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Greenwashing ozna\u010dava praksu u kojoj brendovi predstavljaju proizvode kao odr\u017eive ili ekolo\u0161ke, iako njihove stvarne proizvodne prakse to ne potvr\u0111uju.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zato pitanje vi\u0161e nije samo gdje kupiti odje\u0107u. Pitanje je kome vjerovati.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Odr\u017eiva i eti\u010dka moda prepoznaje se po jasnim informacijama o materijalima, proizvodnji, dugotrajnosti i odnosu prema ljudima koji sudjeluju u procesu.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u0160to je greenwashing i za\u0161to je problem<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Greenwashing je la\u017eno ili pretjerano predstavljanje odr\u017eivosti, a problem je jer zavarava kupce i \u0161teti stvarnim ekolo\u0161kim naporima.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">U praksi, greenwashing naj\u010de\u0161\u0107e zna\u010di da <strong>proizvod izgleda odr\u017eivo, ali nema dovoljno dokaza o materijalima, na\u010dinu izrade ili stvarnom utjecaju<\/strong> <strong>na okoli\u0161<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Naj\u010de\u0161\u0107e se pojavljuje kada odr\u017eivost postane marketin\u0161ki ukras, a ne stvarna promjena u na\u010dinu rada. Brend mo\u017ee naglasiti jedan \u201czeleni\u201d detalj, primjerice reciklirani materijal u manjem dijelu kolekcije, dok se ostatak proizvodnje i dalje odvija na isti na\u010din.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Naj\u010de\u0161\u0107i razlozi zbog kojih se greenwashing pojavljuje su:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ve\u0107i interes kupaca za odr\u017eivu modu<\/li>\n\n\n\n<li>rast potra\u017enje za ekolo\u0161kom odje\u0107om i odr\u017eivim materijalima<\/li>\n\n\n\n<li>kori\u0161tenje \u201czelenih\u201d poruka bez jasnih dokaza<\/li>\n\n\n\n<li>prikazivanje brenda kao odgovornog bez stvarne promjene u pristupu proizvodnji<\/li>\n\n\n\n<li>nedostatak transparentnih podataka za provjeru tvrdnji<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Kada se sve naziva odr\u017eivim, kupcima je te\u017ee prepoznati stvarne promjene.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Kako prepoznati stvarno odr\u017eiv proizvod<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Odjeca-na-vjesalicama-kao-primjer-odrzivog-proizvoda-1024x683.jpg\" alt=\"Odje\u0107a izlo\u017eena na vje\u0161alicama slu\u017ei za provjeru materijala i na\u010dina izrade odr\u017eivog proizvoda\" class=\"wp-image-22688\" srcset=\"https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Odjeca-na-vjesalicama-kao-primjer-odrzivog-proizvoda-1024x683.jpg 1024w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Odjeca-na-vjesalicama-kao-primjer-odrzivog-proizvoda-300x200.jpg 300w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Odjeca-na-vjesalicama-kao-primjer-odrzivog-proizvoda-768x512.jpg 768w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Odjeca-na-vjesalicama-kao-primjer-odrzivog-proizvoda-1536x1024.jpg 1536w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Odjeca-na-vjesalicama-kao-primjer-odrzivog-proizvoda-18x12.jpg 18w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Odjeca-na-vjesalicama-kao-primjer-odrzivog-proizvoda.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Odr\u017eivu odje\u0107u najlak\u0161e je prepoznati po <strong>transparentnim informacijama o materijalima, proizvodnji, certifikatima i dugotrajnosti proizvoda<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ako brend ne obja\u0161njava podrijetlo materijala, na\u010din izrade i trajnost proizvoda, tvrdnja o odr\u017eivosti ostaje slaba.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prije kupnje dobro je provjeriti:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>podrijetlo materijala i sastav proizvoda<\/li>\n\n\n\n<li>koristi li se reciklirana odje\u0107a, reciklirani tekstil ili drugi odr\u017eivi materijali<\/li>\n\n\n\n<li>postoje li certifikati ili provjerljiva obja\u0161njenja<\/li>\n\n\n\n<li>je li proizvod kvalitetan i dugotrajan<\/li>\n\n\n\n<li>temelji li se tvrdnja o odr\u017eivosti na dokazima, a ne samo na \u201ceco\u201d poruci<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Odr\u017eiva moda ne mora biti savr\u0161ena, ali ne bi smjela biti nejasna. \u0160to je manje konkretnih informacija, to je ve\u0107i razlog za oprez.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Za\u0161to sama \u201ceco\u201d oznaka nije dovoljna<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEco\u201d oznaka nije dovoljna jer bez dokaza mo\u017ee biti nejasna, neregulirana ili marketin\u0161ki iskori\u0161tena tvrdnja.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cEco\u201d oznaka ima vrijednost samo ako je prati jasno obja\u0161njenje sastava, podrijetla i na\u010dina proizvodnje.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Primjerice, proizvod mo\u017ee imati zelenu etiketu, fotografiju prirode i poruku o brizi za okoli\u0161, ali bez provjerljivih podataka kupcu ne daje dovoljno temelja za odluku.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Takva komunikacija stvara dojam odr\u017eivosti, ali kupcu ne nudi konkretne informacije.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Znakovi koji mogu upu\u0107ivati na greenwashing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201ceco\u201d, \u201cprirodno\u201d ili \u201czeleno\u201d bez obja\u0161njenja<\/li>\n\n\n\n<li>zelena ambala\u017ea ili vizuali bez podataka o proizvodu<\/li>\n\n\n\n<li>isticanje jednog odr\u017eivog detalja dok je ostatak proizvodnje nejasan<\/li>\n\n\n\n<li>izostanak podataka o materijalima, podrijetlu i radnim procesima<\/li>\n\n\n\n<li>tvrdnje o odgovornoj proizvodnji koje se ne mogu provjeriti<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Takve poruke ne zna\u010de uvijek da brend namjerno obmanjuje kupce, ali zna\u010de da kupac nema dovoljno informacija za sigurnu odluku. Razlika izme\u0111u marketinga i stvarnog utjecaja vidi se u <strong>odgovornoj proizvodnji,<\/strong><strong>smanjenju otpada, kori\u0161tenju postoje\u0107ih resursa i odgovornosti prema zajednici<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Cirkularna ekonomija kao prakti\u010dan odgovor na tekstilni otpad<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cirkularna ekonomija u modi zna\u010di da se <strong>odje\u0107a i tekstil \u0161to dulje koriste, popravljaju, prenamjenjuju ili recikliraju kako bi se smanjio tekstilni otpad<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem tekstilnog otpada<\/strong> nije samo koli\u010dina, nego i <strong>navika brzog odbacivanja odje\u0107e<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cirkularni pristup u modi mo\u017ee uklju\u010divati:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>prikupljanje odje\u0107e i tekstila koji se vi\u0161e ne koriste<\/li>\n\n\n\n<li>sortiranje za ponovnu uporabu, popravak ili prenamjenu<\/li>\n\n\n\n<li>izradu novih proizvoda od postoje\u0107ih materijala<\/li>\n\n\n\n<li>recikliranje tekstila koji vi\u0161e nije upotrebljiv<\/li>\n\n\n\n<li>edukaciju o odgovornijem postupanju s odje\u0107om<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Ponovna-uporaba-odjece-kao-dio-cirkularne-ekonomije-1024x683.jpg\" alt=\"Kupci pregledavaju odje\u0107u izra\u0111enu po principima ponovne uporabe i smanjenja tekstilnog otpada\" class=\"wp-image-22690\" srcset=\"https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Ponovna-uporaba-odjece-kao-dio-cirkularne-ekonomije-1024x683.jpg 1024w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Ponovna-uporaba-odjece-kao-dio-cirkularne-ekonomije-300x200.jpg 300w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Ponovna-uporaba-odjece-kao-dio-cirkularne-ekonomije-768x513.jpg 768w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Ponovna-uporaba-odjece-kao-dio-cirkularne-ekonomije-18x12.jpg 18w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Ponovna-uporaba-odjece-kao-dio-cirkularne-ekonomije.jpg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Zato su <a href=\"https:\/\/humananova.org\/en\/projekti\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>projekti cirkularne ekonomije<\/strong><\/a> u modi va\u017eni jer pokazuju kako se tekstil mo\u017ee prikupljati, obra\u0111ivati i ponovno upotrebljavati umjesto da prerano postane otpad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Korisne su i <a href=\"https:\/\/humananova.org\/en\/usluga-zbrinjavanja-tekstila\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>usluge povezane s tekstilom i recikliranjem<\/strong><\/a> jer potro\u0161a\u010dima, organizacijama i zajednici daju konkretniji na\u010din sudjelovanja u odgovornijem postupanju s odje\u0107om.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Kako Humana Nova pristupa odr\u017eivoj modi<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Humana Nova odr\u017eivu modu povezuje s gospodarenjem tekstilnim otpadom, odgovornom proizvodnjom i dru\u0161tvenim poduzetni\u0161tvom.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Njezin model uklju\u010duje zapo\u0161ljavanje osoba s invaliditetom i drugih ranjivih skupina, edukaciju javnosti te podizanje ekolo\u0161ke i dru\u0161tvene svijesti. Posluje prema modelu trostruke bilance, \u0161to zna\u010di da ekolo\u0161ki, dru\u0161tveni i ekonomski ciljevi imaju jednaku va\u017enost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">U praksi, takav model uklju\u010duje:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>textile waste management<\/li>\n\n\n\n<li>odgovornu proizvodnju od recikliranih i prenamijenjenih materijala<\/li>\n\n\n\n<li>zapo\u0161ljavanje osoba s invaliditetom i drugih ranjivih skupina<\/li>\n\n\n\n<li>edukaciju javnosti o ekolo\u0161koj i dru\u0161tvenoj odgovornosti<\/li>\n\n\n\n<li>reinvestiranje dobiti u razvoj i lokalnu zajednicu<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Kupac tako ne bira samo proizvod, nego podr\u017eava model koji smanjuje tekstilni otpad, otvara radne prilike ranjivim skupinama i reinvestira vrijednost u zajednicu.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Proizvodi-Humana-Nova-od-recikliranih-i-prenamijenjenih-materijala-1024x683.jpg\" alt=\"Predstavnica Humane Nove uz izlaga\u010dki \u0161tand s proizvodima od prenamijenjenog tekstila i recikliranih materijala\" class=\"wp-image-22693\" srcset=\"https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Proizvodi-Humana-Nova-od-recikliranih-i-prenamijenjenih-materijala-1024x683.jpg 1024w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Proizvodi-Humana-Nova-od-recikliranih-i-prenamijenjenih-materijala-300x200.jpg 300w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Proizvodi-Humana-Nova-od-recikliranih-i-prenamijenjenih-materijala-768x512.jpg 768w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Proizvodi-Humana-Nova-od-recikliranih-i-prenamijenjenih-materijala-1536x1025.jpg 1536w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Proizvodi-Humana-Nova-od-recikliranih-i-prenamijenjenih-materijala-18x12.jpg 18w, https:\/\/humananova.org\/wp-content\/uploads\/2026\/06\/Proizvodi-Humana-Nova-od-recikliranih-i-prenamijenjenih-materijala.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Za one koji \u017eele vidjeti kako takav pristup izgleda u praksi, <a href=\"https:\/\/webshop.humananova.org\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>webshop Humana Nova<\/strong><\/a> mo\u017ee biti dobar po\u010detak. Va\u017eno je da kupnja ostane promi\u0161ljena, a ne impulzivna.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Odr\u017eiva odluka nije uvijek kupiti novo. Ponekad je to popraviti, prenamijeniti, donirati ili odabrati manje, ali kvalitetnije.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Kako donositi informirane odluke kao potro\u0161a\u010d<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Informiranu odluku donosite kada prije kupnje <strong>provjerite od \u010dega je proizvod napravljen, tko ga proizvodi i postoje li jasni dokazi o odr\u017eivosti<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Promi\u0161ljena kupnja ne mora biti komplicirana. Dovoljno je uvesti nekoliko jednostavnih pitanja prije odluke.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prije kupnje pro\u0111ite kroz tri pitanja:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Treba li mi ovaj komad stvarno?<\/li>\n\n\n\n<li>Znam li od \u010dega je napravljen?<\/li>\n\n\n\n<li>Mogu li ga nositi dulje od jedne sezone?<\/li>\n<\/ol>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Korisno je razmi\u0161ljati i o tome \u0161to se doga\u0111a nakon no\u0161enja. Odje\u0107a koju vi\u0161e ne koristimo mo\u017ee imati drugi \u017eivot ako je doniramo, popravimo, prenamijenimo ili predamo organizacijama koje se bave tekstilom.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Navike koje smanjuju tekstilni otpad<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>kupujte rje\u0111e, ali promi\u0161ljenije<\/li>\n\n\n\n<li>birajte komade koji se lako kombiniraju<\/li>\n\n\n\n<li>popravljajte manje nedostatke<\/li>\n\n\n\n<li>donirajte odje\u0107u koju vi\u0161e ne nosite<\/li>\n\n\n\n<li>provjerite mogu\u0107nosti recikliranja tekstila<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Odr\u017eiva moda ne tra\u017ei savr\u0161enstvo. Tra\u017ei vi\u0161e pa\u017enje prema onome \u0161to ve\u0107 imamo i vi\u0161e pitanja prije svake nove kupnje.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Zaklju\u010dak<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Odr\u017eiva moda tra\u017ei vi\u0161e od lijepe poruke. Tra\u017ei provjerljive podatke, odgovornu proizvodnju, dulji \u017eivotni vijek proizvoda i po\u0161teniji odnos prema resursima.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Greenwashing se lak\u0161e prepoznaje kada ne gledamo samo etiketu, nego cijelu pri\u010du iza proizvoda.<\/strong> Tko ga je napravio, od \u010dega je napravljen, koliko dugo mo\u017ee trajati i \u0161to se doga\u0111a kada ga vi\u0161e ne koristimo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ako \u017eelite donositi promi\u0161ljenije odluke, krenite od malih pitanja i konkretnih informacija. A kada tra\u017eite primjer odr\u017eivije prakse u Hrvatskoj, Humana Nova pokazuje kako se tekstil, ljudi i zajednica mogu povezati u odgovorniji model mode.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQ<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0160to je greenwashing u modi?<\/strong><br>Greenwashing u modi je prikazivanje odje\u0107e ili brenda kao odr\u017eivog bez stvarnih dokaza o materijalima, proizvodnji ili utjecaju na okoli\u0161.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kako prepoznati odr\u017eivu odje\u0107u?<\/strong><br>Odr\u017eiva odje\u0107a prepoznaje se po obja\u0161njenom podrijetlu, odr\u017eivim materijalima, odgovornoj proizvodnji i duljem vijeku kori\u0161tenja.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kako prepoznati greenwashing kod odje\u0107e?<\/strong><br>Greenwashing kod odje\u0107e prepoznaje se po op\u0107im \u201ceco\u201d tvrdnjama i nedostatku provjerljivih podataka o materijalima, proizvodnji i trajnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Koja je razlika izme\u0111u odr\u017eive i la\u017ene odr\u017eive mode?<\/strong><br>Razlika izme\u0111u odr\u017eive i la\u017ene odr\u017eive mode je u dokazima: stvarna odr\u017eivost ima transparentne procese, a la\u017ena se oslanja na neprovjerljive marketin\u0161ke tvrdnje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0160to zna\u010di odr\u017eiva proizvodnja odje\u0107e?<\/strong><br>Odr\u017eiva proizvodnja odje\u0107e zna\u010di koristiti odgovornije materijale, smanjivati otpad i jasno pokazati kako proizvod nastaje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0160Kako znati je li brend stvarno odr\u017eiv?<\/strong><br>Brend je odr\u017eiviji kada otvoreno pokazuje materijale, na\u010din izrade, radne procese i stvarne mjere za smanjenje otpada.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Ovaj edukativni \u010dlanak nastao je u suradnji s lokalnim partnerom&nbsp;<a href=\"https:\/\/kg-media.eu\/?utm_source=humananova&amp;utm_medium=referral&amp;utm_campaign=kgm_partner_backlink\" target=\"_blank\" rel=\"noreferrer noopener\">KG Media<\/a>, koji nam je svojom stru\u010dnom analizom i smjernicama pomogao u oblikovanju teme.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Interes za odr\u017eivu modu raste jer sve vi\u0161e ljudi \u017eeli znati odakle dolazi njihova odje\u0107a, kako je proizvedena i \u0161to se s njom doga\u0111a nakon kori\u0161tenja. No uz taj interes pojavio se i problem koji \u010desto zbunjuje kupce. Proizvod se predstavlja kao ekolo\u0161ka odje\u0107a, kampanja izgleda zeleno, poruka zvu\u010di odgovorno, ali stvarne informacije ponekad ostanu [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":22660,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[181,180],"class_list":["post-22659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-greenwashing","tag-odrziva-moda"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Odr\u017eiva moda bez greenwashinga | Humana Nova - Humana Nova<\/title>\n<meta name=\"description\" content=\"Kako prepoznati stvarno odr\u017eivu modu i izbje\u0107i greenwashing? 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