Greenwashing and Marketing Communication of Companies - A Threat to the Credibility of Information. Examples Based on the Service Sector

• Autorzy: Angelika Kantor
• Języki publikacji: EN

Abstrakty

EN

Companies strive to reach consumers with various messages, employing modern advertising techniques and current trends. Consumers are becoming more and more ecologically aware, for this reason they are willing to choose products that are environmentally friendly or those with a reduced negative impact on the natural environment. Consumers are aware that it is not only manufacturers who are responsible for environmental deterioration: their daily purchasing decisions also significantly impact the environment. Based on previous research, these is an upward trend in consumer interest in sustainable development and sustainable consumption. The reasons and motivations for purchasing eco-friendly products vary, but among the most popular are: health benefits (63%), concern for one's own health and future generations (60%), choosing products that are better for the environment (58%), saving money in the long run (58%), being a smarter shopper (50%), being a better person (51%), just because (40%), and being eco in fashion (34%) (Havas Media, 2020). Therefore, it be seen that the pro-environmental aspect plays an significant role in the customer-business relationship, as depicted in Figure 1. This implies that consumers try to choose environmentally friendly products with a reduced environmental impact. Companies, aiming to acquire customers and stay competitive in the market, include pro-ecological products or products that look like this in their offer(fragment of text)

Słowa kluczowe

EN

Consumer; Ecology; Environmental protection; Marketing; Corporate Social Responsibility (CSR)

PL

Konsument; Ekologia; Ochrona środowiska; Marketing; Społeczna odpowiedzialność biznesu

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2023
• Tom: International Service Management in the Context of Sustainable Development
• Strony: 127--144

Twórcy

autor

Angelika Kantor

• University of Economics in Katowice, Poland

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Identyfikatory

DOI

10.22367/uekat.9788378758754