{"id":2042,"date":"2026-10-12T08:00:00","date_gmt":"2026-10-12T01:00:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&p=2042"},"modified":"2026-10-12T08:00:00","modified_gmt":"2026-10-12T01:00:00","slug":"tay-xanh-greenwashing","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/tay-xanh-greenwashing\/","title":{"rendered":"T\u1ea9y xanh (greenwashing) l\u00e0 g\u00ec?"},"content":{"rendered":"

Thu\u1eadt ng\u1eef do nh\u00e0 m\u00f4i tr\u01b0\u1eddng h\u1ecdc Jay Westerveld \u0111\u1eb7t ra n\u0103m 1986 khi c\u00e1c kh\u00e1ch s\u1ea1n k\u00eau g\u1ecdi kh\u00e1ch t\u00e1i s\u1eed d\u1ee5ng kh\u0103n t\u1eafm d\u01b0\u1edbi danh ngh\u0129a ‘b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng’ nh\u01b0ng th\u1ef1c ch\u1ea5t ch\u1ec9 \u0111\u1ec3 c\u1eaft gi\u1ea3m chi ph\u00ed gi\u1eb7t gi\u0169 (Westerveld, 1986). Xem b\u00e0i h\u1ecdc th\u1ef1c ti\u1ec5n t\u1ea1i b\u00e0i Qu\u1ea3ng c\u00e1o xanh c\u1ee7a Oatly v\u00e0 Shell b\u1ecb c\u01a1 quan qu\u1ea3n l\u00fd ASA x\u1eed ph\u1ea1t<\/a>.<\/p>\n

B\u1ea3y t\u1ed9i \u0111\u1ed3 c\u1ee7a t\u1ea9y xanh (The Seven Sins of Greenwashing)<\/h2>\n

T\u1ed5 ch\u1ee9c TerraChoice ph\u00e2n lo\u1ea1i c\u00e1c h\u00ecnh th\u1ee9c: Tuy\u00ean b\u1ed1 thi\u1ebfu b\u1eb1ng ch\u1ee9ng ch\u1ee9ng nh\u1eadn, D\u00f9ng t\u1eeb ng\u1eef m\u01a1 h\u1ed3 (‘100% t\u1ef1 nhi\u00ean’), \u0110\u00e1nh tr\u00e1o kh\u00e1i ni\u1ec7m, Tuy\u00ean b\u1ed1 kh\u00f4ng li\u00ean quan, ho\u1eb7c g\u1eafn m\u00e1c gi\u1ea3 m\u1ea1o c\u00e1c ch\u1ee9ng ch\u1ec9 m\u00f4i tr\u01b0\u1eddng qu\u1ed1c t\u1ebf.<\/p>\n

H\u1ec7 qu\u1ea3 ph\u00e1p l\u00fd v\u00e0 ni\u1ec1m tin ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/h2>\n

C\u00e1c c\u01a1 quan qu\u1ea3n l\u00fd qu\u1ea3ng c\u00e1o (nh\u01b0 ASA t\u1ea1i Anh hay FTC t\u1ea1i M\u1ef9) ng\u00e0y nay ph\u1ea1t r\u1ea5t n\u1eb7ng c\u00e1c chi\u1ebfn d\u1ecbch t\u1ea9y xanh, bi\u1ebfn n\u1ed7 l\u1ef1c PR sai l\u1ea7m th\u00e0nh th\u1ea3m h\u1ecda kh\u1ee7ng ho\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n","protected":false},"excerpt":{"rendered":"

T\u1ea9y xanh l\u00e0 h\u00e0nh vi truy\u1ec1n th\u00f4ng g\u00e2y hi\u1ec3u l\u1ea7m c\u1ee7a doanh nghi\u1ec7p nh\u1eb1m t\u1ea1o \u1ea5n t\u01b0\u1ee3ng gi\u1ea3 t\u1ea1o r\u1eb1ng s\u1ea3n ph\u1ea9m ho\u1eb7c ch\u00ednh s\u00e1ch c\u1ee7a h\u1ecd th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng h\u01a1n th\u1ef1c t\u1ebf.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[478],"class_list":["post-2042","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-pr-bao-chi"],"yoast_head":"\nT\u1ea9y xanh (greenwashing) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/tay-xanh-greenwashing\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"T\u1ea9y xanh (greenwashing) l\u00e0 g\u00ec? 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