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Greenwashing as a form of modern eco-marketing

Greenwashing as a form of modern eco-marketing

Date added: 2020-03-18

Pages: 5-12


Author/Authors

Ekaterina Astakhova, Irina Astakhova, Tetiana Reznikova


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.

https://doi.org/10.32933/ActaInnovations.34.1


Keywords

target consumers, ecological marketing, greenwashing types and tools, systematic approach, greenwashing countermeasures


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