Environmental Corporate Responsibility as a Determinant of Consumer Choice

This paper explores the company environmental responsibility as a factor of consumer choice. Especially, it examines the position of this factor in the system of traditional factors. A lot of work shows that choosing a green product is a very complex system that includes many factors, such as green trust, labeling, and knowledge. Moreover, green skepticism is one of the barriers to switching to green products, which naturally reduces the popularity of switching to green trends. Most papers attempt to explain green consumption through traditional theorems and look for similarities with other activities, such as in the paper 7 about altruist types. The toilet paper market was chosen because many companies are both eco-friendly and non-eco-friendly. Moreover, hidden greenwashing is quite common in this market. It is hidden because companies can show and position themselves as green and the meaning they carry in their messages is true, but it is quite harmful to the environment and "100% natural" labels mislead the consumer.