Greenwashing e decisão de compra: a percepção dos consumidores sobre produtos com apelo sustentável

Abstract

The search for a more sustainable lifestyle has driven more conscious consumption practices. In this context, green marketing has drawn the attention of scholars and companies due to its a bility to promote products and services with ecological appeal. However, consumers who are sensitive to the green appeal can become vulnerable to practices that falsify the image of a sustainable product, known as greenwashing. This study analyzes how greenwashing affects the purchasing decisions of consumers who are sensitive to the green appeal of sustainable products. A quantitative survey was carried out with data collected through questionnaires applied to 216 consumers. Chi-square statistics were used to test the hypothesis of an association between the level of knowledge about greenwashing and the decision to buy sustainable products. The results show that the level of consumer knowledge about greenwashing affects the decision to buy products with ecological aspects. Among those who have little or no knowledge of the concept of greenwashing, 51.6% have already had negative purchasing experiences with ecological products. This suggests that informed consumers tend to be more critical. However, even those familiar with greenwashing practices should be wary of more sophisticated marketing strategies that promote green make-up in certain product advertisements on the market. The results also reinforce the importance of a joint effort between consumers, companies and governments to promote a more transparent and ethical market.