Zasady encykliki Laudato si' jako ramy przeciwdziałania greenwashingowi w proekologicznej komunikacji marketingowej
The principles of the encyclical Laudato si' as a framework for counteracting greenwashing in pro-environmental marketing communication

Summary/Abstract: RESEARCH OBJECTIVE: An attempt to establish a normative framework for pro-environmental marketing communication in the context of counteracting greenwashing, based on the key principles (ideas) contained in the encyclical Laudato si'. THE RESEARCH PROBLEM AND METHODS: The methods employed are desk research and a hermeneutic analysis of the encyclical Laudato si'. RESEARCH RESULTS: Based on an analysis of the ideas highlighted in the encyclical Laudato si', four key normative frameworks for marketing communication in the field of ecology have been formulated: a holistic approach, a critique of consumerism, social justice, and a long-term perspective. CONCLUSIONS, INNOVATIONS, AND RECOMMENDATIONS: Commercial entities operating in the field of pro-environmental marketing communication, by applying principles based on the concept of integral ecology, can reduce the risk of crossing the line into greenwashing.

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