The Role of Green Marketing and Greenwashing in Shaping the Organic Food Market in Poland

Abstrakt

The aim of this article was to analyse the role of green marketing and the phenomenon of greenwashing in shaping the organic food market in Poland. To achieve this objective, a literature review was conducted alongside a diagnostic survey using the CAWI method, covering a sample of 168 consumers. The study focused on evaluating consumer awareness, trust in marketing activities, and perceptions of greenwashing. The research results indicate that consumer awareness of the concept of greenwashing is low, with only 24.4% of respondents able to correctly define the term. Respondents declared moderate trust in the marketing efforts of organic food companies, with eco-certificates and product labels being identified as the main factors fostering brand credibility. Additionally, 35.4% of participants reported encountering greenwashing practices, highlighting the need for transparent and authentic marketing communication. High product prices were identified as the primary barrier limiting the purchase of organic food. The study findings emphasize the necessity of authentic green marketing supported by credible certification, transparent messaging, and educational initiatives to increase consumer awareness and trust, ultimately supporting the sustainable development of the organic food market in Poland.