Green Marketing vs. Greenwashing. How to Protect Against Negative Impact of Greenwashing?

Abstract

Objective – Following paper deals with the essence of green marketing, green consumers and green strategies. It also defines greenwashing, different types of greenwashing, the seven sins of greenwashing, greenwashing index and negative impact of greenwashing. Based on this are outlined measures to protect against negative impact of greenwashing.

Methodology/Technique – The study carried out with reviewing literature.

Findings – The ways to avert the negative impacts of greenwashing includes: increasing awareness through media and education, elimination of greenwashing by companies, inclusion of greenwashing into the legislation, blacklisting of companies using greenwashing.

Novelty – The study suggests solutions for negative impacts of greenwashing.

Keywords: Green Marketing; Greenwashing; Eco-friendly; Social Responsibility; Environment

JEL Classification: D11, E21, M31