GREENWASHING IN BUSINESS PRACTISE: ACTUAL PROBLEMS AND METHODS OF DISRUPTING

Abstract

The popularization of environmental movements and the need for the implementation of competition between producers for potential consumers in the context of the consumers’ attraction to eco-products turns into unfair manipulation of the green orientation of the public. Businesses adapt to modern market demands and needs, but they do so improperly, using unscrupulous marketing tools. Under such realities, the problem of insufficient regulatory regulation of this issue is very acute. The article investigates the phenomenon of greenwashing and determines this concept. The analysis of foreign cases, which are examples of manifestations of direct or hidden green laundering, is carried out in the article. Using precedents, the authors identify the key features of the phenomenon of greenwashing. In particular, the work distinguishes between the concepts of green marketing and greenwashing. The foreign experience of legal regulation of the mentioned problem is investigated and certain conclusions and offers concerning possible modernization of the legislator according to modern requirements are resulted. The article gives examples of the use of «green washing « in such areas as oil refining, forestry, bottled drinking water production, air transportation. The precedents of use of unfair means of competition by the companies: Shell, Coca-Cola, PepsiCo, Anheuser-Busch, Ryanair, KLM, Walmart and others are analyzed.