GREENWASHING: TRICK OR THREAT

XIV International Conference on Industrial Engineering and Environmental Protection – IIZS 2024, str. 348-354

 

АУТОР / AUTHOR(S): Gordana Rendulić Davidović, Milena Damnjanović, Nikola Radosavljević

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DOI: 10.46793/IIZS24.348RD

САЖЕТАК / ABSTRACT:

: In recent decades, there has been a notable increase in environmental awareness among consumers. In response to this shift, many companies have pursued to present themselves as environmentally responsible. They have adopted sustainability-focused marketing strategies to highlight their eco-friendly practices and products. However, this trend has also given rise to concerns about greenwashing, where some companies exaggerate their commitment to sustainability without making substantial changes. However, numerous claims made in this context lack validity, giving rise to what is termed greenwashing. This paper examines whether greenwashing poses a significant threat to genuine sustainability efforts or if it is simply a deceptive marketing tactic aimed at manipulating consumer perceptions.

КЉУЧНЕ РЕЧИ / KEYWORDS:

greenwashing, marketing ethics, green marketing

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