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

Author

Listed:
  • 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)

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."

Suggested Citation

  • Margareta Nadanyiova, 2017. "Green Marketing vs. Greenwashing. How to protect against Negative Impact of Greenwashing?," GATR Journals jmmr128, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr128
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    References listed on IDEAS

    as
    1. Gergely Nyilasy & Harsha Gangadharbatla & Angela Paladino, 2014. "Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions," Journal of Business Ethics, Springer, vol. 125(4), pages 693-707, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Green Marketing; Greenwashing; Eco-friendly; Social Responsibility; Environment.;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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