Global Academy of Training and Research Journal

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DOI 10.35609/jmmr.2017.2.1(8)

Reference to this paper should be made as follows: Kliestikova, M.N.J. (2017). Green Marketing vs. Greenwashing. How to protect against Negative Impact of Greenwashing?, J. Mgt. Mkt. Review, 2 (1): 53 – 58. https://doi.org/10.35609/jmmr.2017.2.1(8)

Received: January 22, 2017 | Accepted: March 18, 2017

Green Marketing vs. Greenwashing. How to protect against Negative Impact of Greenwashing?
Margareta Nadanyiovaand Jana Kliestikova
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.

Type of Paper - Review

Keywords: Green Marketing; Greenwashing; Eco-friendly; Social Responsibility; Environment.

JEL Classification: D11, E21, M31.

Price: USD 25