Green Marketing vs. Greenwashing. How to protect against Negative Impact of Greenwashing?

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

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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. (search for similar items in EconPapers)
JEL-codes: D11 E21 M31 (search for similar items in EconPapers)
Pages: 6
Date: 2017-03-18
New Economics Papers: this item is included in nep-env, nep-hme, nep-mac and nep-mkt
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Published in Journal of Management and Marketing Review, Volume 2, Issue 1

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