Greenwashing as a form of modern eco-marketing

Abstract

The articlereveals the features of the modern world economy related to the environmental protection and analyzes development trends of ecological production traded internationally. It systematizes the main consumer groups of ecological products and various ecological marketing strategies used by different companies. The paper focuses on such a form of pseudo ecological marketing as greenwashing and highlights a set of tools that negatively affect the attitude of consumers to eco-products. A systematic approach to counter greenwashing including directions at the legislative, professional and public level in the domestic market of ecological productsis proposed.