Green Consumerism vs. Greenwashing

Anna Jakubczak, Małgorzata Gotowska
European Research Studies Journal, Volume XXIII, Special Issue 2, 167-181, 2020
DOI: 10.35808/ersj/1816


Purpose: The aim of the article is to diagnose knowledge about greenwashing and consumer attitudes towards this phenomenon on selected markets of European organic food products. The main principle of greenwashing is the attempt to give the impression that the company is doing more for the environment than it actually does. The article discusses the characteristics of greenwashing and also examines the level of awareness among young consumers about the knowledge of this type of practices on the organic food market. Approach/Methodology/Design: The subjects of the research are young people, aged 12-35, from two European countries: Poland and Turkey. The research material was collected by direct interview method using a questionnaire, which contained 15 closed questions and 5 survey questions. The selection of the sample was deliberately random. Findings. Demographic characteristics such as sex, education or other descriptions of consumers as net monthly income, place of residence do not change the knowledge about greenwashing. Practical Implications: Greenwashing is a barrier to economic development in a sustainable way, because it contributes to the increase of skepticism among consumers towards pro-environmental initiatives. Greenwashing companies use resources that could be used in an environmentally friendly way. Originality/Value: It cannot be ruled out that the results obtained may also affect other groups of consumers and other markets.

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