GREENWASHING AS A FORM OF MODERN ECO-MARKETING
GREENWASHING AS A FORM OF MODERN ECO-MARKETING
Author(s): Irina Astakhova, Tetiana Reznikova, Ekaterina AstakhovaSubject(s): Energy and Environmental Studies, Marketing / Advertising
Published by: Centrum Badań i Innowacji Pro-Akademia
Keywords: target consumers; ecological marketing; greenwashing types and tools; systematic approach; greenwashing countermeasures;
Summary/Abstract: The article analyzes development trends of ecological production traded internationally. It focuses on such forms of eco-marketing as greenwashing and highlights a set of tools that negatively affect the consumer perception of eco-products. It proposes a systematic approach to counter the greenwashing effect at different levels, forming the background for monitoring it and implementing effective countermeasures. Such a scientific approach affects the real environmental commitment of companies, strengthens the social responsibility of business and enhances economic efficiency.
Journal: Acta Innovations
- Issue Year: 2020
- Issue No: 34
- Page Range: 5-12
- Page Count: 8
- Language: English