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Greenwashing as a form of modern eco-marketing

Astakhova Irina, Reznikova Tetiana, Astakhova Ekaterina

Acta Innovations

2020

no. 34

5--12

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.