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Green Marketing and Greenwashing in Poland and France, a Comparison of Consumer Reactions

Author

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  • Kowalik Izabela

    (* Department of International Marketing, Collegium of World Economy, Warsaw School of Economics, Warsaw, Poland)

  • Leyge Marine

    (** Marketing Manager Medecins du Monde, Paris, France)

  • Sikora Tomasz

    (*** Department of International Marketing, Collegium of World Economy, Warsaw School of Economics, Warsaw, Poland)

Abstract

The human influence on the environment and its protection are subjects of marketing communication, and numerous regulations were issued to control the “green” messages. The popularity of such practices makes it essential to compare the reactions to green marketing and greenwashing in two European societies and to check how “green” awareness of European consumers translates into behavior.

Suggested Citation

  • Kowalik Izabela & Leyge Marine & Sikora Tomasz, 2024. "Green Marketing and Greenwashing in Poland and France, a Comparison of Consumer Reactions," International Journal of Contemporary Management, Sciendo, vol. 60(1), pages 60-74, March.
    • Handle: RePEc:vrs:ijcoma:v:60:y:2024:i:1:p:60-74:n:3
    DOI: 10.2478/ijcm-2024-0002
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