Estratégia de marketing sustentável ou greenwashing? uma análise da atitude do consumidor

Abstract

Greenwashing consists of malicious and false practices inspired by green marketing, with the intention of misleading consumer and taking advantage of the original movement. Such practices can be used and identified in multiple ways, from the most unnoticeable ones to the most evident ones. Thus, this study aimed to verify the consumer’s attitude towards the practicw of greenwashing by companies through an online survey, from which it was possible to collect data, which were then evaluated, based on descriptive statistics. Through that analysis, it was noticed that although consumers demonstrate understanding about the importance of using green products, they still do not effectively purchase these products. Furthermore, the participants do not consider themselves capable of identifying intentional greenwashing practices and believe the methods that companies use to communicate with their audience are not clear enough, which results in misconceptions during the time of purchase. It is concluded that the consumer understands the relevance of knowledge about the practice, but does not seek ways to protect himself from the practice.