Greenwashing in Eco-Branding of FMCG Enterprises

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