Year: 2024
Type: article
Abstract: Eco-branding is an essential tool in modern marketing that fosters consumer trust and strengthens the environmental image of brands. For FMCG companies, this entails integrating ecological values into brand positioning strategies, implemented through the use of slogans, packaging design, and other elements that symbolize a connection with nature. However, alongside the growth of eco-branding, the phenomenon of greenwashing has become increasingly prevalent – a marketing tactic that creates a false perception of a brandʼs environmental sustainability. It has been examined that the essence of greenwashing and substantiates its negative impact on consumers, the market, and brands, including loss of trust, a reduction in loyal customer bases, and stricter regulatory requirements in the research. A classification of greenwashing types based on communication methods, areas of influence, and levels of environmental responsibility have been proved. The research hypothesis suggests that transparent communication, supported by certification and genuine ecological initiatives can minimize greenwashing and enhance brand competitiveness. The methodological basis of the research includes an analysis of contemporary scientific and applied literature, as well as a review of successful practices in the field of eco-branding. A step-by-step eco-branding strategy for FMCG companies is proposed, aimed at avoiding greenwashing, ensuring the long-term development of the brand, and strengthening consumer trust. The research emphasizes the importance of tools such as life cycle assessment, transparent reporting, and independent certification, which ensure the authenticity of a brandʼs environmental image and its sustainable growth
Source: SCIENTIA FRUCTUOSA
Authors: Olena BONDARENKO, Sergii SIAZIN
Institution: State University of Trade and Economics
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405420428