Greenwashing: the essence of the definition and classification of varieties

Abstract

Introduction. Today, the problem of environmental pollution is pronounced, which is of growing concern to the public every year. Society seeks to preserve nature, natural resources and valuable species of animals and plants in order to ensure the protection of the environment. Given the public concern about the preservation of the environment, there is a focus of modern enterprises to address this problem in order to form a positive image of companies. However, it is not always possible for companies to achieve positive environmental performance, which encourages them to use greenwashing methods as a way to influence on consumers by disguising the company as an defender of environment to meet their own needs. Of course, greenwashing has a number of negative effects due to misleading consumers, using unfair competition and damage of the environment, which causes concern to scientists and societies on these issues and gives relevance to the research theme. Purpose. Despite the negative aspects of greenwashing, there is a need for research and development of the conceptual and categorical tools of this question. Also in the analysis of the approaches of a number of domestic and foreign authors to the interpretation of the essence of the term of “greenwashing” and the generalization of such interpretation and in singling out the classification of varieties of greenwashing. Results. As a result of research, the views of a number of authors on the essence of term “greenwashing” are presented and a generalization of this definition is made. The negative consequences of the use of greenwashing in some literature sources are also analyzed. Also, the varieties of greenwashing are systematized according to a number of essential features. Conclusions. Given the relevance of the theme and the negative signs of greenwashing, this concept requires further study and research.