Greenwashing as a form of modern eco-marketing
Date added: 2020-03-18
Ekaterina Astakhova, Irina Astakhova, Tetiana Reznikova
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.
target consumers, ecological marketing, greenwashing types and tools, systematic approach, greenwashing countermeasures