"Greenwashing" as an Element of Green Marketing

Ecology is increasingly being touched upon in society as one of the most important problems of the modern world. In this regard, global companies and brands integrate eco-needs into their promotion strategies in order to attract consumers and create additional value for their brand. Today, in the communication strategies of brands, there is a big trend for environmental initiatives, including false ones. At the same time, the consumer begins to develop skepticism and distrust of such communication. This paper raises precisely this problem of false green marketing and studies the attitude and perception of the Russian consumer to the greenwashing phenomenon. As part of the study, an online experiment is conducted, with the help of which the hypothesis about the negative impact of greenwashing on the attitude of Russian consumers to the brand is confirmed, and practical recommendations are made for using green marketing in Russia.