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Green Consumerism vs. Greenwashing

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  • Anna Jakubczak
  • Małgorzata Gotowska

Abstract

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.

Suggested Citation

  • Anna Jakubczak & Małgorzata Gotowska, 2020. "Green Consumerism vs. Greenwashing," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 167-181.
    • Handle: RePEc:ers:journl:v:xxiii:y:2020:i:special2:p:167-181
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    References listed on IDEAS

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    1. Kai-Michael Griese & Kim Werner & Johannes Hogg, 2017. "Avoiding Greenwashing in Event Marketing: An Exploration of Concepts, Literature and Methods," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 7(4), pages 1-15, December.
    2. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk," Journal of Business Ethics, Springer, vol. 114(3), pages 489-500, May.
    3. Lori Holder-Webb & Jeffrey Cohen & Leda Nath & David Wood, 2009. "The Supply of Corporate Social Responsibility Disclosures Among U.S. Firms," Journal of Business Ethics, Springer, vol. 84(4), pages 497-527, February.
    4. Thomas P. Lyon & John W. Maxwell, 2011. "Greenwash: Corporate Environmental Disclosure under Threat of Audit," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 20(1), pages 3-41, March.
    5. Thomas P. Lyon & John W. Maxwell, 2008. "Corporate Social Responsibility and the Environment: A Theoretical Perspective," Review of Environmental Economics and Policy, Association of Environmental and Resource Economists, vol. 2(2), pages 240-260, Summer.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Greenwashing; green consumerism; social corporate responsibility; social consumer responsibility; rural areas.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development

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