Greenwashing as a form of modern eco-marketing
| Date added: | 2020-03-18 |
| Type: | Article |
| Languages: | English, Polish |
Author / authors
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.
