Greenwashing or Current Positioning of Goods

Abstract

The article studies one type of current goods positioning, i. e. greenwashing. Greenwashing is company activity, in which various marketing communications (PR and advertising) are used to demonstrate its ecological orientation instead of real introduction of ecological practices aimed at cutting the negative impact on the environment. The author describes history of greenwashing, provides examples and discusses strategies that help check the current company positioning for using greenwashing. The difference between green marketing and greenwashing was explained. Green marketing is a marketing activity, as a result of which the company sells its products or services orientating only to their ecological properties. The article also studies the problem of transparency and corporate social responsibility. Corporate social responsibility means practice of sustainable development, whose goal is to ensure gains, such as economic, ecological and social benefits for producer and consumer. Complete transparency is a conviction that all organizations must be frank, open and honest in their work. Types of greenwashing regulation (legal, public, professional) are characterized.

Keywords

• company positioning
• marketing
• ecology
• esg