Is ecologization а marketing trend or a change in consciousness?

This article analyzes the socio-psychological aspects of marketing practices in the context of sustainable development. The authors answer the question of whether greening is a temporary marketing trend or whether it reflects profound changes in the minds of consumers, who increasingly prefer environmentally responsible brands. The article examines the factors influencing the formation of environmental awareness. The authors conclude that greening is not only a marketing tool and trend, but also an important stage in the evolution of consumer behavior, which requires companies to be sincerely involved in solving environmental problems.

Keywords: greening; marketing practices; consumer behavior; greenwashing; environmental sustainability.