Abstract: Greenwashing represents a barrier to economic development because people become more sceptical of environmental initiatives. It uses time and resources that could be better spent with a greater regard for the environment. The principle of greenwashing involves companies trying to give the impression that they do more for the environment than they actually do. This paper deals with the characteristics of greenwashing, defines different types of greenwashing, looks at the sins of greenwashing and introduces the Greenwashing Index. An integral part of this paper is an evaluation of a market survey into the impact of greenwashing on Slovak consumers. On the basis of the results of the survey, measures are put forward to eliminate the negative effects of greenwashing on (not only) Slovak consumers.
Authors: Margaréta Nadányiová
Keywords: greenwashing, environment, company, Greenwashing Index, consumer, advertisement.