Greenwashing jako zwodniczy komunikat marketingowy – w świetle teorii Wilbura Schramma
Greenwashing as the Misleading Marketing Communicate – the Wilbur Schramm Theory Approach

Summary/Abstract: Demand for goods and services referred as “green” increases, therefore, the description and analysis undertaken in this study can assist customers in evaluating the messages` content of promotional marketing. Perhaps, it can also protect them against potential abuses in the field of environmental communication of products and services offered by companies. The aim of the study is critical analysis of manipulative practices in the field of corporate communication of ecological issues in the perspective of the Wilbur Schramm theory. The article explains the nature and scope of the greenwashing messages, introduces the Schramm concept in the “green” messages context and points the elements in the messages suggesting their unreliability. For the purposes of description and analysis the Schramm model was used because the author is considered as a communication specialist. Model – the one designed from the learning theory point of view – is a less known model to the wide reader, apart from interpersonal and mass communication models, but it can competently and completely describe and analyze the phenomenon of greenwashing messages.

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