Abstract:

The aim of the article is to emphasize the importance of providing consumers with true information about the eco-friendliness of a product and to indicate unfair practices of companies in this respect called greenwashing. The article presents the idea and strategies of green marketing, types of green consumers and their behaviour in the market. It identifies the reasons and drivers of greenwashing, its levels in a company, and specific unfair actions of manufacturers in this regard. The research methods adopted are a literature review and survey studies involving employees of production companies from the sector of small and medium businesses in a selected voivodeship.