ABSTRACT
This chapter describes the evolution of greenwashing and identifies the factors determining its development. It shows the complexity of greenwashing and the difficulty in clearly identifying its manifestations. It categorises the types of greenwashing and related concepts. It identifies several terms derived from greenwashing and defines partial areas of the meaning of the concept. The impact of greenwashing on business and marketing communication is characterised by the principal risks of greenwashing and areas of positive (some speak of the advantages of this phenomenon) impacts on the economy. The chapter concludes with suggestions for businesses and entrepreneurs to avoid accusations of greenwashing and to eliminate the phenomenon from the market altogether.
