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Copyright of Revista Gênero e Interdisciplinaridade is the property of Instituto de Ensino e Pesquisa Periodicojs and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Notwithstanding the increasing commitment of managers toward environmental sustainability, consumer skepticism remains widespread, often resulting in perceptions of greenwashing. Although greenwashing has been studied by researchers, there is a lack of understanding of how consumers' Perceived greenwashing affects their consumption behavior. The current study aims to investigate how perceived greenwashing impacts consumers’ purchasing behavior of environmentally friendly products. The study used the “theory of planned behavior” and the “theory of perceived risk”. For data analysis, SmartPLS3 was employed. Results confirm that the perceived greenwashing leads to a decrease in the attitude, purchase intention, and purchase behavior of eco-friendly products. Both perceived risk and perceived differentiation also were found to influence purchase intention. These findings confirm the negative impact of greenwashing perception on consumer behavior and highlight the need for transparency and clear environmental claims in product communication.

The lack of effective regulation has contributed to the proliferation of the practice of greenwashing, relegating the responsibility for identification, differentiation and protection to consumers. The article aimed to evaluate academic production regarding greenwashing and the consumer boycott movement. As a methodological procedure, a systematic review of the literature was carried out, through a bibliometric survey associated with a critical analysis of academic production with the themes of greenwashing and boycott (boycott/buycott), mapping the main scientific platforms (Capes, Proquest, Scielo , Scopus, Spell). With this, it was possible to evaluate the current state of the art on the subjects, consolidating what had been studied so far, in addition to making it possible to suggest future studies to advance the topic in academia and in practice. As a main result, it was found that there are few approaches that encompass both themes in question, jointly, emerging as an important research gap, with new studies encouraged.

As Nações Unidas lançaram a campanha “Race to Zero”, à qual empresas privadas aderiram voluntariamente na busca pela redução das emissões de carbono até 2030. Os resultados desta ação estão presentes no Monitor de Responsabilidade Climática Corporativa, desenvolvido pelo NewClimate Institute e pelo Carbon Market Watch. Ora, o presente estudo visa perceber como é que os maiores jornais portugueses — Expresso e Público — noticiaram os resultados da campanha “Race to Zero” e qual o foco dos média sobre greenwashing nos períodos anterior e posterior à divulgação do Monitor de Responsabilidade Climática Corporativa, em 2022 e 2023. Assim, procuram-se respostas para as perguntas: como é que os dois maiores jornais online de Portugal abordam o greenwashing? E qual a visibilidade dada ao relatório dos resultados da campanha “Race to Zero”? Metodologicamente, o estudo segue duas abordagens: em primeiro lugar, uma revisão de literatura não sistemática sobre o estado da arte do conceito de “greenwashing”; e, em segundo lugar, uma pesquisa empírica de análise de conteúdo qualitativa/quantitativa realizada a partir das publicações online dos dois maiores jornais de Portugal (Expresso e Público) no período de divulgação do Monitor de Responsabilidade Climática Corporativa.

El objeto de esta investigación es la calificación de eficiencia energética de las viviendas comercializadas por inmobiliarias y constructoras en la comuna de Santiago, Chile. De este modo, se analizó, a la luz de la normativa vigente, la publicidad contenida en las páginas web de 45 proyectos inmobiliarios en venta durante el mes de junio del 2024. En cuanto a la metodología utilizada para llevar a efecto este estudio, se recurrió, por un lado, al método dogmático –propio de los estudios realizados en el ámbito jurídico– y, por otro, a los métodos empírico-analítico y comparativo. Los resultados permiten concluir que la voluntariedad del etiquetado energético y la regulación existente en este ámbito deja expuesto al consumidor inmobiliario a decisiones de compra desinformadas e incluso, a prácticas de greenwashing ya que, no le es posible comprobar la veracidad de las afirmaciones publicitarias realizadas. Todos los proyectos analizados tienen un valor que va desde las 2000 a las 4000 UF y apuntan, en consecuencia, a los consumidores pertenecientes a la clase media (sector C2 y C3).

Objetivo: O presente artigo busca identificar se as empresas brasileiras de capital aberto, listadas no Índice Brasil 50 (IBrX50) e no Índice de Sustentabilidade Empresarial (ISE), utilizam os Objetivos do Desenvolvimento Sustentável para nortear suas práticas ambientais, sociais e de governança (ESG). Metodologia: A avaliação se dá, pela análise descritiva de conteúdo, de empresas listadas no IBrX50, com destaque para que também eram listadas no ISE B3, no ano de 2022. A coleta de dados coletou informações, principalmente nos relatórios de sustentabilidade das empresas da amostra e em sites especializados na avaliação ESG. Resultados: A pesquisa apresenta analogias entre as carteiras teóricas do ISE B3 e do IBrX50 e conduz análises dos ativos presentes em ambas as carteiras e pontuações ESG, bem como, a proximidade dos ativos em relação a evidenciação dos Objetivos do Desenvolvimento Sustentável em seus relatórios de sustentabilidade. Pelas análises verificou-se que, apesar de grande parte das empresas divulgarem relatórios de sustentabilidade e citarem os ODS, poucas delas divulgam metas e iniciativas voltadas ao desenvolvimento sustentável de maneira prática. Contribuições do Estudo: O artigo contribui com o campo de pesquisas relacionadas à divulgação voluntária de informações sobre sustentabilidade, apresentando um panorama inicial das evidências acerca da divulgação dos ODS em relatórios de sustentabilidade no contexto brasileiro. Estudos futuros podem explorar análises que incorporem as práticas ESG nas empresas.

O agronegócio, um dos principais setores econômicos do Brasil, compõe uma das mais poderosas forças políticas no congresso do país, a Frente Parlamentar da Agropecuária (FPA), e aparece como o principal impulsionador do lobby anti-ambiental. A FPA busca incidir sobre a legislação trabalhista, fundiária e tributária e foi uma importante aliada do Governo de Jair Bolsonaro, uma vez que a agenda de desmonte ambiental do ex-presidente ia ao encontro dos interesses econômicos do agronegócio. No entanto, a necessidade de garantir uma imagem positiva do setor se reflete em diversas estratégias de comunicação, inclusive na veiculação de anúncios pagos nas plataformas online. Nesse sentido, a presente pesquisa pretende analisar a possível presença de greenwashing e/ou desinformação nos 158 anúncios publicados pela FPA no Facebook e Instagram durante o ano de 2023. Após coletarmos os anúncios na interface da Biblioteca de Anúncios da Meta, adotamos três abordagens complementares de análise que nos permitiram identificar e interpretar as estratégias discursivas empregadas pela FPA para “melhorar a imagem do agro”: contagem automática de palavras e análise de coocorrência entre elas, análise de conteúdo e análise de discurso. Nos anúncios analisados, a sustentabilidade é instrumentalizada pelo agronegócio brasileiro como greenwashing e desinformação em sua comunicação publicitária online. Essas estratégias discursivas são utilizadas na publicidade digital da FPA para criminalizar os movimentos sociais que lutam por uma reforma agrária e para disseminar pânico sobre inseguranças jurídicas relacionadas ao direito à propriedade. De uma forma geral, nossos resultados mostram que os anúncios defendem a necessidade de manutenção do status quo das relações socioeconômicas no campo brasileiro e promovem negacionismo em relação aos impactos ambientais do agronegócio.

This study aims to identify the differences between green marketing initiatives and greenwashing, as well as their implications for companies' social and environmental development practices. It relies on data from Banco do Brasil S.A. and Natura & Co. A qualitative, descriptive and multiple case study was employed, involving an analysis of documents such as annual reports and other publicly available information on the companies' websites. The documentary analysis was guided by the checklist developed from the theoretical review. The research findings indicate that both organisations analysed adhere to ethical principles when communicating their sustainability efforts in environmental and social dimensions, thus aligning with the green marketing model advocated in scientific literature and distancing them from the representation of greenwashing. Banco do Brasil and Natura & Co., as evidenced in reports available on their websites, demonstrate genuine actions and support projects in both social and environmental domains. Communication with the market and stakeholders includes verifiable details, sources, and documents, establishing credibility and affirming that the reported actions were indeed implemented. Consequently, it is possible to infer that the practices observed align with green marketing rather than greenwashing. [ABSTRACT FROM AUTHOR]

Este proyecto de investigación se enfoca en explorar la interacción entre la comunicación organizacional, la percepción pública y las decisiones de compra en un contexto donde la posverdad y el greenwashing juegan un papel crucial. El estudio se apoya en un marco teórico que abarca conceptos fundamentales de la comunicación, la retórica y la responsabilidad social, con un enfoque particular en la influencia de la autenticidad y la transparencia en la construcción de la confianza del público. Asimismo, se identificaron desafíos significativos relacionados con la posverdad y el greenwashing. El estudio concluye enfatizando la necesidad de la comunicación organizacional honesta y coherente en un mundo caracterizado por la desinformación y cómo las organizaciones deben respaldar sus afirmaciones con acciones concretas para mantener la confianza del público y lograr un impacto positivo en las decisiones de compra.

Copyright of Revista Pretexto is the property of Revista Pretexto and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study aimed to develop and validate a scale to measure consumer judgment about the practice of greenwashing. For this, quantitative research was adopted as methodological procedure, which was conducted through a statistical technique characterized as multivariate analysis. Thus, in a first step, theoretical studies and reports on the characterization and/or identification of greenwashing were surveyed and analyzed, which allowed for the adoption of six main dimensions that were evidenced in a common manner. From these dimensions, some assertions were elaborated and reviewed by a jury of experts, validating the data collection instrument. With this done, two sequential quantitative surveys were conducted: the first with 381 respondents, which allowed the exploratory factor analysis to be performed, and the second with 156 participants, enabling the confirmatory factor analysis to be performed using the structural equation modeling technique. As a contribution, a satisfactory final model composed of 13 assertions was obtained.

El siguiente texto busca generar una postura crítica frente a la aplicabilidad del concepto de moda sostenible en la industria textil colombiana. Lo anterior se analiza desde una mirada holística que permita conocer el manejo y características de esta propuesta en los mercados textiles nacionales e internacionales, de cara al desafío de implementar prácticas sostenibles en toda la cadena de valor de la industria de la moda.

This article analyzes the process of patrimonialization of the Pachamama in Jujuy, between the mid-1990s and the present. Through the analysis of laws, journalistic documents and ethnographic observations, it is shown how the Pachamama was characterized as an object and a religious and cultural practice typical of the Andean world, while progressively signifying as "nature" in a modern sense. Based on an analysis that reconstructs the practices, procedures, acts and regulations promoted by the provincial state of Jujuy through which Pachamama was patrimonialized, it is shown how this process was articulated with the deepening of a regional economic model sustained in extractivism in indigenous territories, and with a neo-developmentalist imaginary in which Pachamama was placed as a "guarantor" of the model carried out by the government from greenwashing speeches.

The environmental adversities led to a paradigm change in the production and consumption of goods and services in general, which have given rise to anti-ethics attitudes that deceive the consumer with pseudo-ecological products – practice called “greenwashing”. The objective of this paper is to present the studies about a mixed fabric made of silk, subjected to the discoloring test and a life-cycle assessment. Results show a terrible fixation of color, which leads to the conclusion that the product is non-ecological, regardless of the advantages in the production phase.

Abstract: Environmental marketing tries to develop strategies to strengthen the entrepreneurial image and connect environmental appeal to products and brands. However, the companies’ reputation may be undermined if the green message uses false or inaccurate information, making it seem that theory and practice are far apart. As a consequence, the damage can be irreversible from the consumers’ viewpoint. This research aimed at raising and analyzing environmental marketing strategies that denote the practice of greenwashing from the point of view of consumers in the national furniture market. To reach the objective suggested, the research took place in two steps. The first step encompassed a qualitative approach, in which data were collected through interviews. The second step used the quantitative approach, a survey-collection method, and the application of questionnaires with consumers. As a result, it was possible to see that the variables concerning environmental marketing that can be perceived as greenwashing are mostly “preference for environmental products”, “interest in green information”, “brand-associated trust”, “green purchase incentive advertisement” and “a green guidebook generates environmental credibility”. The results led to the conclusion that consumers are aware of environmental issues and prefer green products, but greenwashing practices undermine the perception of the company’s image and its brands.

The work aimed to understand the reaction of consumers to advertisements that contain appeals characterized as greenwashing versus bluewashing. The literature review focused on the discussion about green and societal marketing, later discussing these false marketing discourses. As a methodological procedure, an online experiment was carried out in two stages, both with eyetracker. The procedure consisted of the presentation of a fictitious advertise, manipulated in three different formats (greenwashing, bluewashing and neutral), followed by the answer to the questionnaire. As a result, there was an influence ability of greenwashing and bluewashing practices on consumer behavior. [ABSTRACT FROM AUTHOR]

A preocupação com o meio ambiente trouxe mudança no perfil do consumidor, que busca produtos que sejam ecologicamente corretos. Por outro lado, Greenwashing é o ato malicioso de disfarçar uma fraca atuação ambiental das empresas. O objetivo do trabalho é analisar o Greenwashing como variável preditora da Confusão Percebida pelo Consumidor e da Confiança e como esses dois constructos influenciam a intenção comportamental. O método de pesquisa é quantitativo, com corte transversal, amostra não probabilística e por acessibilidade. A análise estatística empregou Modelagem de Equações Estruturais. O produto analisado anuncia que tem direcionamento para o marketing verde, porém é considerada ação enganosa para ludibriar o consumidor. As hipóteses propostas foram confirmadas estatisticamente e como contribuições o estudo abordou as relações existentes entre o Greenwashing e a Intenção de Compra, mostrando a importância dos constructos Confusão Percebida e Confiança envolvidos no modelo conceitual. O estudo comprovou que o consumidor ao perceber o Greenwashing tende a não confiar no produto e na marca. Os maiores desafios das empresas estão em realizar ações que sejam confiáveis e representem preocupação com o meio ambiente, uma vez que os consumidores estão mais atentos a esses fatores e menos propícios a aceitar a prática do Greenwashing.

Los resultados no deseados de las acciones de comunicación se conocen como outcomes no intencionados según los modelos de evaluación más extendidos. La medición de estos outcomes adquiere enorme relevancia en tanto pueden representar efectos adversos para los grupos de interés (stakeholders) que están vinculados a la organización: esta correlación pone en peligro los objetivos comunicativos y puede impactar negativamente en la actividad. En este artículo se analiza el resultado no deseado de una acción de comunicación estratégica. De manera más específica, se propone un análisis de contenido de la aparición de críticas en los medios a las políticas engañosas sobre compromiso medioambiental (greenwashing) durante la celebración de la Conferencia de las Naciones Unidas sobre Cambio Climático (COP25) realizada en Madrid en 2019. A través de la observación cuantitativa de la cobertura mediática y la cuantificación de las variables extraídas, se llega a definir la verdadera implicación mediática de la perspectiva del greenwashing y, específicamente, su afectación en los potenciales stakeholders.

Current paper demonstrates that consumerism in current society, although constrained by ethics and moral values consolidated in entrepreneur social responsibility, still has extremely harmful practices for consumers. Greenwashing and blue-washing publicity techniques are revealed to show that the enterprise, besides selling products and services, allegedly has a social commitment with environmental and social causes. However, one perceives that in practice several entrepreneur activities do not comply with what they actually do and they cover up abusive practices. Harmful publicity should be impaired by the state. It is an exploratory and qualitative research, with a bibliographical and documentary survey. Results show that, in spite of protective norms on human rights, present laws are insufficient to punish enterprises which violate human rights through false social marketing. [ABSTRACT FROM AUTHOR]

This paper analyzes the movie "Okja" from the perspective of corporate sustainability through an observational study supported by film language. As a qualitative, descriptive, and documentary research, based on the concepts of sustainability, green marketing and green makeup, this paper aims to reflect on how the Mirando organization, from the movie "Okja", design their marketing strategies to disseminate sustainable image to remain competitive in the market. In the movie, Okja is one of the super pigs created by the agrochemical company Mirando to solve the worldwide food shortage problem. The plot unfolds with Mikha, the granddaughter of the farmer who bred Okja, trying to rescue her from Mirando, the company that developed the super pig. The film analysis made it possible to illustrate the practice of greenwashing by portraying Mirando's strategies by seeking to disseminate the false idea that its product is completely natural and non-transgenic, in an attempt to seek a new consumer niche with the discourse of being sustainable. [ABSTRACT FROM AUTHOR]

Copyright of Gestão e Regionalidade is the property of Universidade Municipal de Sao Caetano do Sul and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Organizações e Sustentabilidade is the property of Organizacoes e Sustentabilidade / PPGA-UEL and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Interdisciplinar de Marketing (RIMAR) is the property of RIMAR - Revista Interdisciplinar de Marketing and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study has the objective of analyzing three companies that use Corporate Social Responsibility practices in order to verify if they appropriately align sustainability and competitiveness, noting that corporate actions would not be only superficial practices aimed at promoting their institutional image. The companies analyzed were: Lush Cosmetics, Kimberly Clark and Mercur. The collected data were interpreted by the discourse analysis technique. The results indicated that companies are genuinely concerned with sustainability issues, but the main impact involved the raw materials used, since they are resources that come from the exploitation of natural ecosystems. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)