Abstract
The following paper presents dangerous and evident phenomenon of communicational chaos in the field of environment protection and sustainable development in a turbulent external environment. It is pointed that this phenomenon gives organizations an opportunity to take pretended pro-environmental actions, such as socially critical greenwashing. As a counterbalance to those practices, a concept of Corporate Social Responsibility (CSR) is presented, underlining the possibility of developing honest environmental marketing basing on methods such as Life Cycle Assessment.