Greenwashing – fake green/environmental marketing

Abstract

In this paper, the authors will present forms of fake green/environmental marketing, and above all, greenwashing, its manifestations, as well as its adverse impact. Along with the examples from the practice, the authors will also present legislative solutions grounded in comparative law, with a special emphasis on the solutions used within the Republic of Serbia. The adverse impact of greenwashing is hardly calculated, above all due to its great indirect impact on the consumers (creating mistrust, skepticism, confusion, resentment towards green products).