34_1
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
Downloads