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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.)

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.)

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.)

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.)

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]

Copyright of Revista Competitividade e Sustentabilidade - ComSus is the property of Universidade Estadual do Oeste do Parana 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.)

Objetivo da Investigação: O objetivo geral desta pesquisa é investigar as matrizes discursivas da sustentabilidade apresentadas no processo de comercialização de espaços residenciais fechados. Como objetivos específicos, busca-se identificar os principais elementos que constituem odiscurso de sustentabillidade de acordo com os produtores de unidades habitacionais em espaços residenciais fechados e comparar o uso de cada elemento conforme o gênero construtivo da habitação, seja horizontal ou vertical. Metodologia: O recorte espacial escolhido foi o espaço urbano dos municípios que pertencem a área metropolitana de Brasília. Apesar de pertencerem a um estado da federação diferente (Goiás), os municípios de Cidade Ocidental e Valparaíso de Goiás estão envoltos na espacialidade metropolitana da capital federal do Brasil. A partir de pesquisa bibliográfica, com a intenção de revisitar a discussão acerca da sustentabilidade, de compreender o processo de metropolização do espaço de Brasília e de analisar a comercialização de espaços residenciais fechados, avançou-se para a pesquisa documental de material publicitário de empresas produtoras de habitações nestes espaços onde aplicou-se a técnica de análise do conteúdo. Resultados: Foi possível constatar que as empresas exploram um grupo específico de elementos, com destaque para a economia de recursos financeiros no caso dos empreendimentos em espaços verticais, enquanto a qualidade de vida tem protagonismo nas habitações horizontais. Originalidade/Valor: A pesquisa aborda a maneira pela qual os produtores de espaços residenciais fechados da área metropolitana de Brasília exploram as matrizes discursivas da sustentabilidade enquanto argumento de marketing verde, o que contribui para identificar quais ações são realmente concretizadas no espaço investigado.

Este estudo tem como objetivo identificar as diferenças entre as ações de marketing verde e de tendência ao greenwashing, bem como suas implicações para as práticas de desenvolvimento socioambiental das empresas, com base em dados do Banco do Brasil S.A. e Natura & Co. Utilizou-se uma pesquisa qualitativa, descritiva e estudo de caso múltiplo, realizado com análise de documentos, como relatórios anuais, além de outras informações disponíveis aos consumidores pelas duas empresas em seus sites. A análise documental foi orientada pela check-list construída a partir da revisão teórica. A pesquisa evidenciou que as duas organizações analisadas seguem princípios éticos na publicização de suas ações no âmbito da sustentabilidade, nas dimensões ambiental e social, configurando desta forma o modelo de marketing verde, preconizado na literatura científica, distanciando-se da tipificação de greenwashing. Tanto o Banco do Brasil como a Natura & Co. demonstram, por meio de relatórios disponibilizados em seus sites, a realização de ações e apoio a projetos, tanto sociais, como ambientais, que, ao serem objeto de comunicação ao mercado e stakeholders, evidenciam características de veracidade, com indicação de fontes e documentos que comprovam a efetiva execução de ações citadas. Destarte, é possível inferir que se trata de marketing verde e não greenwashing.

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) 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 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.)

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.)

Copyright of Entorno Geográfico is the property of Universidad del Valle 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 REUNIR: Revista de Administração, Contabilidade e Sustentabilidade is the property of REUNIR - Revista de Administracao, Contabilidade e Sustentabilidade 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.)

Los transformaciones por las que atraviesa una economía afecta a un sinnúmero de sectores que dinamizan el funcionamiento de la misma, es así como, el sector turismo recientemente mantiene una afectación a causa de problemáticas mundiales como lo es la pandemia por COVID-19 en donde se limitó su funcionamiento por restricciones propias del gobierno local, todo lo esto añadido a limitantes a nivel ambiental, socio-cultural, económico, entre otros; por lo cual se requieren estrategias que fortalezcan los emprendimientos de turismo de naturaleza. Por lo tanto, esta investigación plantea solucionar el interrogante ¿Cuáles son las estrategias para la comunidad que desarrolla emprendimientos de turismo de naturaleza mediados por el marketing verde en Florencia Caquetá Colombia? La investigación tiene un enfoque constructivista, es de tipo mixto y carácter descriptivo explicativo; la muestra fue de 12 emprendimientos de la región y se extrajo mediante muestreo no probabilístico por conveniencia, al igual que, para la selección de los turistas que hicieron parte del estudio. Las técnicas implementadas para recolección de datos fueron: Revisión documental, entrevista semiestructurada y la encuesta. Para el análisis de los datos se aplicó el análisis de contenido, como también la herramienta de diagnóstico situacional DOFA. Es así como se identifican las estrategias para los emprendimientos de turismo de naturaleza mediados por el marketing verde.

Objective: to analyze consumer behavior in the process of purchasing products that employ green marketing strategies, identifying the effectiveness of ecological actions according to their perception. Method: The methodology used was quantitative, descriptive research with a convenience sample. Main results: the distance between what young people think and their true actions in relation to environmental issues is identified. Relevance/originality: The originality of the research lies in the behavior of the consumer researched, because despite recognizing the importance of green marketing in companies, in some cases the consumer does not understand, in practice, the importance of their individual actions for preserving the environment , and how much their consumption habits can influence companies to adhere to sustainable development. Theoretical/methodological contributions: use of the ecologically conscious consumer behavior scale -- Ecologically Conscious Consumer Behavior by Straughan and Roberts (1999). Social/management contributions: The managerial and social contributions of the research allow managers and related professionals to become aware of the importance of disseminating their actions for sustainable development to create value among the consumer public. Public authorities can employ actions to raise awareness among young people, who have the opportunity to positively impact their social life and their future professional environment, adopting conscious consumption habits. [ABSTRACT FROM AUTHOR]

Introduction: Green marketing is an inherent part of many companies, whose main objective is to make consumers aware of their commitment to the environment and also to improve the image and attitude towards their brands and products. At the same time, the attitude towards the environment of these consumers is of great relevance, as the effectiveness of green marketing or, on the contrary, its perception as greenwashing, will depend on it. Therefore, the aim of this research is to test how different green marketing strategies influence attitudes towards certain brands/products in terms of beliefs and attitudes towards ecology and the environment. Methodology: A questionnaire was given to 342 university students about different brands and with different types of presentations (without image, with normal or classic advertising, with green advertising), as well as a series of items on environmental attitudes. Results: green marketing does not influence attitudes in most of the products presented, and the importance that people attach to ecological and environmental issues does not affect the relationship between green marketing and attitudes towards the brand/product in most cases. Discussion: companies should be aware that their green marketing practices may not be effective and that consumers may detect greenwashing. Conclusions: the statistical model presented here proves to be effective and can serve as a reference for future similar research that wishes to broaden the object of study. [ABSTRACT FROM AUTHOR]

Although city branding is not new, the importance of sustainability and environmental demands is placing an enormous challenge in city/place branding activities. As such, the aim of this article is to analyze how sustainable/green city/place branding is understood and what its main idiosyncrasies are. For that an exploratory literature review was implemented and 32 articles were analyzed. It is possible to conclude that there are three main strands covering the topic related to green, sustainable, and slow city (cittaslow) or place branding. Moreover, green resources are dealt with seeking to improve the image of the city, the quality of urban life, and the green spaces supporting the city as a tourism destination. Complementarily, sustainability embraces also economic and social aspects, which are not fully covered in the previous strand. Finally, the cittaslow perspective follows a sustainable perspective more closely than the green/environmental one. The three strands are very segmented and the stage of development is still in a growing up stage. The stakeholders play an important role in disclosing the natural resources, the environmental challenges for a city/place to develop a positive sustainable reputation. Finally, there is an important role from the public policy perspective to position the city as a green, sustainable place destination. [ABSTRACT FROM AUTHOR]

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.)

La degradación del ecosistema a nivel global ha preocupado a los diferentes actores de la sociedad y a su vez han emergido nuevas generaciones interesadas en la preservación del medio ambiente. Frente a esta situación las empresas se han visto obligadas a proponer estrategias que preserven por un lado el ecosistema donde desarrollan sus actividades económicas y por otro que busquen captar la atención de los nuevos consumidores preocupados por esta situación. El objetivo que persiguió la investigación fue: Establecer el grado de asociación entre el marketing ecológico (Mkt. Eco.) y el proceso de decisión de compra del consumidor de la generación Z (PDCZ), se realizó un estudio de tipo empírico entre ellas utilizando el coeficiente de correlación Rho de Spearman, la muestra estuvo formada por 687 personas integrantes de la generación Z. El principal resultado obtenido fue la existencia relación lineal entre las variables definida como positiva débil (Rho 0.41, rho2 16.81%), estos estadísticos demuestran la poca relación existente entre las variables de estudio, conclusión que se justifica dada la recesión económica impuesta por la covid-19, existiendo otros factores como el precio y la calidad que ejercen una mayor incidencia sobre el PDCZ.

Copyright of Revista CEA is the property of Revista CEA 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.)

El objetivo de este estudio fue analizar la asociación de la intención de compra para el producto yogur con etiqueta ecológica y variables como emociones y sentimientos, mensaje ambiental en el empaque, conciencia y conocimiento del comprador, frente a la asociación ambiental en la compra, el involucramiento y los beneficios del producto en relación con la intención de compra. El enfoque de la investigación fue tipo cuantitativo con un alcance descriptivo. Para ello se recolectaron 554 casos aplicados a consumidores que compran un yogur en Bogotá-Colombia por medio de una encuesta estructurada de forma PAPI (Paper and Pencil Interview o entrevista asistida con cuestionario en papel). El principal hallazgo de la presente investigación es que la etiqueta ecológica no tiene una relación significativa con la intención de compra del producto yogurt, demostrando estadísticamente que la etiqueta ecológica no influencia la intención de compra del consumidor. El estudio demuestra que las empresas deben focalizarse en generar más educación y campañas comunicativas para crear conciencia, conocimiento e involucramiento en la compra y beneficios del producto para que la etiqueta ecológica realmente funcione como un atributo que incremente la intención de compra.

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Copyright of Universidad & Empresa is the property of Colegio Mayor de Nuestra Senora del Rosario 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 Universidad & Empresa is the property of Colegio Mayor de Nuestra Senora del Rosario 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 FACE is the property of Universidad de Pamplona 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 Amazônia, Organizações e Sustentabilidade (AOS) is the property of Amazon, Organizations & Sustainability - AOS / Amazônia, Organizações e Sustentabilidade (AOS) 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 Prawne Problemy Górnictwa i Ochrony Środowiska is the property of Wydawnictwo Uniwersytetu Slaskiego 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.)

El comportamiento de compra de los consumidores es una de las actitudes sociales que más interés suscita en las investigaciones sobre comunicación y marketing. El presente estudio tiene como objetivo realizar un análisis comparativo de este tipo de comportamiento en dos territorios, cuyo desarrollo económico es sustancialmente diferente, en cuanto a la aceptación por los consumidores de prácticas poco respetuosas con el medio ambiente por parte de las empresas (p. e. el greenwashing). Así, partiendo del estudio realizado en Colombia, se ha replicado su metodología y se ha llevado a cabo una encuesta similar a consumidores de Cataluña, con el fin de comparar los resultados y analizar la influencia de diferentes variables y aspectos determinantes en la decisión de compra de los consumidores de ambos territorios. El estudio concluye que los consumidores colombianos presentan un 10.5 % menos de respeto ambiental en su comportamiento de compra en comparación con los catalanes.

Este estudo analisa a influência de determinados estímulos de marketing (propaganda, informação veiculada e preço) no consumo de produtos ecológicos, comparando o comportamento dos consumidores portugueses das gerações X e Y. Através de uma pesquisa quantitativa, cross-sectional, com base num questionário online, cujos resultados foram analisados com recurso ao software SPSS Statistics 25, concluímos que existem algumas semelhanças entre ambas as gerações, como a capacidade de identificação dos produtos ecológicos e a predisposição para a sua compra, o impacto positivo das campanhas de comunicação com apelo emocional e a perceção da importância dos rótulos dos produtos ecológicos. A variável que mais distingue o comportamento de ambas as gerações é o preço, pois a geração Y está mais predisposta a pagar um valor superior por um produto ecológico. Esta investigação contribui para a literatura sobre o comportamento do consumidor, especialmente no âmbito da variável “geração”, aplicado ao contexto do consumo de produtos ecológicos. Também ajuda as empresas a posicionarem-se melhor na relação com os consumidores de ambas as gerações analisadas. A definição de estratégias de targeting mais acuradas relativamente à promoção, preço e decisão de compra pode então tomar como ponto de partida os resultados deste estudo.

Objetivo: en este estudio se analizó el marketing verde en las Pymes comercializadoras y distribuidoras de artesanía Wayúu con el fin de propiciar la práctica de estrategias que conlleven a la sensibilización en el cuidado y preservación del ambiente. Método: para la realización de esta investigación se utilizó el paradigma positivista, enfoque cuantitativo, tipo descriptiva, diseño no experimental, transversal de campo en la cual participaron 20 encargados y/o propietarios de pequeñas y medianas empresas de artesanía Wayúu registradas en la Cámara de Comercio del distrito especial turístico y cultural de Riohacha, a quienes se aplicó un cuestionario auto administrado, de 12 ítems, con opciones de respuestas múltiples. Resultados: en los hallazgos se encontró que se están utilizando estrategias de marketing verde en las pymes comercializadoras estudiadas, orientadas al reciclaje y reutilización, procurando desde su gestión preservar el medio ambiente. Discusiones: a pesar de que se aplican algunas de las estrategias de marketing verde, estas aún son incipientes, en los comerciantes, por lo que demanda una sensibilización que propicie la cultura ecológica basada en la sostenibilidad del proceso de producción de la artesanía. Conclusiones: se concluye que las Pymes de artesanía Wayúu, con la implementación de estrategias de marketing verde, estimulan el consumo responsable y motivan a sus colaboradores y otros empresarios hacia una actitud ecológica, motivando un patrón de comportamiento compartido en el entorno donde están localizadas.

Copyright of Consumer Behavior Review (CBR) is the property of Consumer Behavior Review 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 Semestre Económico is the property of Sello Editorial de la Universidad de Medellin 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 article aims to analyze the involvement of consumers in actions considered green, through the school of the product (green or not green / common), in comparison with adherence to green actions, that is, sustainable. The study's problem runs through the analytical treatment of adherence to green stocks, which increases the sale and acceptance of the green product. As a methodological approach, a quantitative research is used with the analysis of a complete factorial design between 2 x 3 subjects, with the green product and the non-green product and the involvement in green marketing (high, medium and low) as strands. A questionnaire was sent to university students, together with the Ecological Awareness Scale with 26 points, in addition to purchase situations for two products: moisturizer and coffee. As a result, an analysis of the involvement of participants in green actions was carried out. The proposal is that this research can contribute to the understanding of green marketing and to the elaboration of new studies in the sector. [ABSTRACT FROM AUTHOR]

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]

O trabalho teve como objetivo analisar a influência da prática de selos verdes no comportamento dos consumidores. Procedeu-se, inicialmente, a uma revisão da literatura, focando na discussão acerca do marketing societal, sua origem e evolução, discorrendo também sobre o marketing verde, seu conceito e sua importância, adentrando-se na temática da prática de selos verdes. Tendo a literatura como suporte, adotou-se metodologicamente uma abordagem quantitativa, realizada por meio de dois levantamentos quantitativos (surveys), o primeiro que analisou três produtos com o mesmo selo verde exposto, em conjunto (n=316), e o segundo que os analisou isoladamente (n=69), comparando-os posteriormente. Foi possível verificar certa ambiguidade dos respondentes acerca da prática de selos verdes, de um lado valorizando-a como diferencial competitivo, mas, de outro, reconhecendo a falta de percepção e preocupação dos consumidores sobre isso.

Los impactos negativos al ambiente, como la escasez de recursos naturales, el deterioro a los ecosistemas o los daños a la capa de ozono, se generan de manera rápida y creciente, debido al desarrollo industrial y el consumo indiscriminado de las personas como consecuencia del sistema económico dominante desde mediados del siglo XX. Esta situación impulsa una serie de prácticas que buscan solucionar dichas problemáticas y que se orientan a la conservación del entorno ambiental o a la solución de situaciones sociales. Entre estas aparece el marketing sostenible como práctica integradora de los principios y materias fundamentales de la responsabilidad social organizacional (RSO). En tal sentido, este documento discute los principios del marketing sostenible y la RSO como un camino hacia la sostenibilidad que promueve un consumo y producción responsable. Por lo anterior, se plantean algunas estrategias de marketing encaminadas a responder los requerimientos de los consumidores, que se alinean con los objetivos organizacionales y los principios ambientales, a través del desarrollo de productos ecológicos. La metodología empleada es una revisión sistémica de literatura que parte de dos proyectos interinstitucionales que se relacionan en su preocupación por la sostenibilidad. El documento concluye que la aplicación de una responsabilidad social fundamental es necesaria para que el marketing sostenible pueda darse de forma correcta.

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 Desarrollo Gerencial is the property of Universidad Simon Bolivar (USB) 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 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.)

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.

As organizações têm buscado estratégias de marketing perante as exigências de consumidores e da sociedade, cada vez mais preocupados com os aspectos relacionados à sustentabilidade. O presente trabalho objetivou analisar a associação entre as faixas de renda familiar e o comportamento do consumidor sobre o marketing verde praticado pelas empresas. Para tanto, utilizou-se uma metodologia exploratória e quantitativa, com aplicação de 373 questionários, analisados por meio dos testes de distribuição de frequência, Correlação de Spearman e Alfa de Cronbach. Os resultados mostraram que contrariando os indícios encontrados na literatura, existe uma relação negativa entre o maior nível de renda familiar e a percepção dos consumidores sobre as estratégias de marketing verde.

El emprendimiento, principalmente el microempresarial, constituye en la actualidad el núcleo del desarrollo socioeconómico de las sociedades latinoamericanas y del mundo. Las tendencias del mercado exigen la existencia de negocios competitivos que apliquen estrategias diferenciadoras y creadoras de valor superior para sus clientes, que les aseguren la consolidación de relaciones redituables y duraderas con los mismos y el posicionamiento sus marcas. Esta investigación analiza la alternativa de emprendimientos comprometidos social y ambientalmente. El marketing verde otorga los insumos para concebir y ofrecer en el mercado bienes y servicios que generen un menor impacto ambiental desde su diseño hasta después de su vida útil, ventaja competitiva que coadyuva al éxito empresarial en un mundo altamente competitivo; la sociedad cada vez es más consciente de la importancia del consumo de productos ecológicos. La participación de la universidad y el gobierno son elementos claves en la implementación de este tipo de emprendimientos, independientemente de su naturaleza y actividad comercial que realicen.

The present article is the result of a research that approaches the state of knowledge of environmental marketing strategies in Brazil. Studies have been performed to provide an overview of the empirical research previously carried out, published by the means of the Foundation for the Coordination and Improvement of Higher Level or Education Personnel (Capes), appointing the most relevant performance on the topic at issue. The obtained data permitted to understand how environmental marketing added value to brands, as well as to recognize the profile of customers and the companies' methods of behavior so that they become genuinely "green". These strategies were identified to increase the social value and profitability of products via marketing, to balance the needs of society and environmental protection, thus contributing so that the business actions accomplish the expected return with the use of these strategies. [ABSTRACT FROM AUTHOR]

Copyright of Revista de Administraçãao da UNIMEP is the property of Revista de Administracao da UNIMEP 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 de Administração FACES Journal is the property of Revista de Administracao FACES 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.)