Greenwashing and Its Impact on Consumer Confidence � Case Study of Slovak Republic

Jana Kliestikova ()
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Jana Kliestikova: "Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovak Republic" Author-2-Name: Margareta Nadanyiova Author-2-Workplace-Name: "Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovak Republic"

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Abstract: "Objective � This paper is focused on the topic of greenwashing and its impact on consumer confidence in specific conditions of Slovak republic. Nowadays, consumer confidence is mainly recognized as economic indicator measuring the interpretation of the current economic environment by consumers and their expectations for the future. In presented paper, we analyse greenwashing as a possible source of discontent. Greenwashing is a negative phenomenon of green marketing activities realised in the scope of corporate social responsibility. Methodology/Technique � First, green characteristics of Slovak consumers are analysed in context of Hofstede cultural dimensions of Slovak republic. Subsequently, there is evaluated realised questionnaire survey dedicated to the analysis of greenwashing impact on consumer confidence. Then, the relationship between greenwashing and consumer confidence in Slovak market, is detected. Findings � Results showed that attitude of authority has an impact on consumer confidence and the greenwashing has not got an impact on buying behavior of Slovak consumers. Novelty � It has a vital importance to analyze socio-cultural profile of the nation and in accordance with obtained results highlight the importance of environmental education of the society. "

Keywords: Green Marketing; Greenwashing; Corporate Social Responsibility; Consumer Confidence. (search for similar items in EconPapers)
JEL-codes: D11 E21 M31 (search for similar items in EconPapers)
Pages: 7
Date: 2017-03-05
New Economics Papers: this item is included in nep-env, nep-hme, nep-mkt and nep-tra
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Published in Journal of Management and Marketing Review, Volume 2, Issue 1

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