Greenwashing Practices in Company Marketing Communications

This book explores greenwashing practices in company marketing communications, outlining the different types of greenwashing and recommending strategies for readers to successfully differentiate between greenwashing and green marketing.

It reviews the theoretical and practical concepts of greenwashing- focussing on those related to marketing communication and marketing strategy- and highlights the various tools companies utilise to mislead their customers, including green advertising, green packaging, eco-labelling, AI and social media. Drawing upon specific case study examples, the volume illustrates how and when companies employ these methods and the subsequent impact on the environment, while contrasting these with best practices in ethical, pro-environmental marketing communications. Overall, the book campaigns for increased awareness of greenwashing among stakeholders and outlines a proposal for controlling the implementation of pro-environmental practices in green marketing communication to ensure that consumers are not mislead.

Assisting readers in easily identifying truly green products, as well as those which have been marketed inaccurately, Greenwashing Practices in Company Marketing Communications will be useful for researchers, academics and students analysing contemporary marketing communication and its compatibility with the principles of sustainable development.

Anita Proszowska is an assistant professor in the Department of Business and Enterprise Management in the Faculty of Management, AGH University of Krakow. She is the author of more than 100 scientific publications on marketing. Her main scientific interests are customer behaviour analysis and sustainable marketing.

Malgorzata Budzanowska-Drzewiecka is an associate professor at the Institute of Economic, Finance and Management, Department of Management and Social Communication, Jagiellonian University in Krakow, Poland. Her research interests centre on consumer behaviour and communication on the internet, especially in social media.

Justyna Ostrowska is an assistant professor at the Department of Strategic Management in the Faculty of Management, AGH University of Krakow. Her scientific interests are the circular economy, corporate social responsibility and waste management.

Magdalena Dolhasz is a senior lecturer at the Krakow University of Economics. Her research interests focus on corporate marketing communication.