Greenwashing Technique – An (Un)Acceptable Tool of Marketing Communication? Experiences and Attitudes of Marketing Experts and Consumers
Greenwashing Technique – An (Un)Acceptable Tool of Marketing Communication? Experiences and Attitudes of Marketing Experts and Consumers

Author(s): Dijana Vuković, Tanja Grmuša, Dora Borić Radić
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Greenwashing; Unacceptable practices; Marketing communication; Marketing experts; Consumers
Summary/Abstract: The term greenwashing is inspired by numerous immoral and unacceptable practices in the creation of marketing content as a response to consumers’ desire for green and sustainable practices. Given that real change and rationalization of business generally require numerous investments, many corporations decide to use greenwashing as a communication tool with the aim of falsely or incompletely presenting their business. This paper brings the results of qualitative research conducted using focus group methods and in-depth interviews with a sample of consumers and marketing experts, its goal was to investigate the awareness of consumers, as well as representatives of the profession, and the general attitudes and actions that are applied when making decisions about purchasing or acting within the profession.

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