ГРІНВОШИНГ У МІЖНАРОДНОМУ МАРКЕТИНГУ: ДЕФІНІЦІЙНИЙ АНАЛІЗ, ФОРМИ ПРОЯВУ ТА ВПЛИВ НА ДОВІРУ СПОЖИВАЧІВ, GREENWASHING IN INTERNATIONAL MARKETING: A DEFINITIONAL ANALYSIS, FORMS OF MANIFESTATION, AND IMPACT ON CONSUMER TRUST

<jats:p>The article examines greenwashing as a challenge to international marketing and as a factor that affects consumer trust, brand reputation and the competitiveness of global companies. The relevance of the study is determined by the growing role of sustainable development, ESG approaches and the green economy in international business. Global brands increasingly use environmental claims in positioning, advertising, packaging, labelling, reporting and digital communications. At the same time, unsubstantiated or exaggerated environmental messages increase the risk of consumer scepticism and reputational losses. The purpose of the article is to deepen the theoretical foundations of understanding greenwashing in international marketing, to systematize its forms and to determine the impact of misleading environmental communications on consumer trust and the reputation of global brands. The study summarizes approaches to the definition of greenwashing and proposes its interpretation in international marketing. Greenwashing is considered as the practice of creating an exaggerated, incomplete or misleading impression of the environmental friendliness of a product, brand or company in order to strengthen competitive positions in international markets, increase consumer trust or improve reputation without sufficient factual confirmation of the declared environmental benefits. The article distinguishes greenwashing from related concepts, including green marketing, sustainable marketing, ESG communications and greenhushing. The main forms of greenwashing are systematized: product, brand, corporate, communication, visual, certification and digital greenwashing. The reasons for its spread are identified: demand for environmentally friendly products, the desire to create additional green value, competition between global brands, the complexity of supply chains, differences in the regulation of environmental claims, weak control in some markets and pressure from ESG reporting and investors. The consequences of greenwashing for international brands are substantiated, including consumer scepticism, reduced trust, reputational losses, lower loyalty, the risk of boycotts and regulatory sanctions. A conceptual model of the impact of greenwashing on an international brand is proposed.</jats:p>