ENVIRONMENTAL LABELING AS A MEANS OF IMPROVING ENVIRONMENTAL SAFETY AND QUALITY OF LIFE

Kalashnikova MariaV.  -  Candidate of Sociological Sciences, Associate Professor of the Department of Social Communications, Saratov National Research State University named by N. G. Chernyshevsky, 410012, Russia, Saratov, Astrakhanskaya st., 83,

Smirnova Diana Sh.  -  Candidate of Economic Sciences, Associate Professor, Associate Professor, Saratov National Research State University named by N. G. Chernyshevsky, 410012, Russia, Saratov, Astrakhanskaya st., 83, dsmirnovad@mail.ru

The article discusses the directions of product branding greening in the formation of the image of a sustainable manufacturing organization, describes the reasons for the increased interest of various audience target groups in the environmental agenda. Five functions of environmental labeling have been identified in improving environmental safety and quality of life. The essence of various types of environmental labeling is disclosed, as well as the results of monitoring environmental labeling on the regional market for food and household chemicals with differentiation in price and application of greenwashing elements are presented.

Key words: product branding, environmental agenda, environmental labeling, greenwashing, quality of life, consumer behavior