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

Dijana Vuković – Business economics, Integrated marketing communication, University North, 42000, Varaždin, Croatia

Tanja Grmuša – Marketing and Communication Department, Zagreb School of Business, 10 000 Zagreb, Croatia

Dora Borić Radić – Marketing Department, University of Dubrovnik, 20000, Dubrovnik, Croatia

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.

LIMEN Conference

9th International Scientific-Business Conference – LIMEN 2023 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Hybrid (Graz University of Technology, Graz, Austria), December 7, 2023

LIMEN Selected papers published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia

LIMEN Conference 2023 Selected papers: ISBN 978-86-80194-79-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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