Abstrakt
This paper deals with the issue of greenwashing and sustainability. As greenwashing is nowadays trend in marketing communication of many companies, this paper tries to answer the question of whether Czech consumers know and understand the concept of greenwashing. The reason is that people looking for sustainable products will probably be exposed to greenwashing activities more often.
The research part is based on a questionnaire survey. The number of respondents was 348 and these are respondents from the entire Czech Republic.
The results show that about two-thirds of respondents declare an interest in sustainable companies and sustainable products. At the same time, roughly three quarters of these consumers understand the concept of greenwashing.
However, the threat of greenwashing is still there because communication practices are more sophisticated. Moreover, greenwashing is no longer just the well-known seven sins.