True or False: Consumer Perception to Green Consumer Retail

Detalhes bibliográficos
Autor(a) principal: Braga Junior, Sergio Silva
Data de Publicação: 2016
Outros Autores: da Silva, Dirceu, de Moraes, Nelson Russo, Garcia, Sheila Farias Alves
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12138
Resumo: The aim of this study was to analyze the influence of greenwshing in consumer awareness for green consumption in retail. Under this approach was evaluated if the greenwashing confuses consumers about what is to be green consumption and if it relies on green consumption. For the verification of the objective proposed by this work, an exploratory survey was conducted quantitative, through a survey with a sample of 359 respondents of So Paulo/Brazil. As for the justification of the method used, the exploratory research, with a non-probabilistic convenience sampling and quantitative nature, are characterized by a field approach seeking situational characteristics presented by respondents to generate quantitative measures of the attributes observed by them. For data collection was used a specialized company and market research and thus were collected data from real consumers. As a result it was observed that the greenwashing confuses consumed and does not influence the confidence of the green product.
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spelling True or False: Consumer Perception to Green Consumer RetailVerdadeiro ou Falso: A Percepção do Consumidor para o Consumo Verde no VarejoGreenwashing; Retail; Green Product; Consumer Behaviour; Sustainability.Greenwashing, Varejo, Produto Verde, Comportamento do Consumidor, SustentabilidadeThe aim of this study was to analyze the influence of greenwshing in consumer awareness for green consumption in retail. Under this approach was evaluated if the greenwashing confuses consumers about what is to be green consumption and if it relies on green consumption. For the verification of the objective proposed by this work, an exploratory survey was conducted quantitative, through a survey with a sample of 359 respondents of So Paulo/Brazil. As for the justification of the method used, the exploratory research, with a non-probabilistic convenience sampling and quantitative nature, are characterized by a field approach seeking situational characteristics presented by respondents to generate quantitative measures of the attributes observed by them. For data collection was used a specialized company and market research and thus were collected data from real consumers. As a result it was observed that the greenwashing confuses consumed and does not influence the confidence of the green product.O objetivo deste estudo foi analisar a influncia do greenwshing (maquiagem verde) na percepo do consumidor para o consumo verde no varejo. Sob este enfoque foi avaliada se o greenwashing confunde o consumidor sobre o que vem a ser o consumo verde e se o mesmo confia no consumo verde. Para a verificao do objetivo proposto por esse trabalho, foi realizada uma pesquisa exploratria, de natureza quantitativa, por meio de um survey junto a uma amostra de 359 respondentes do Estado de So Paulo. Quanto justificativa do mtodo utilizado, a pesquisa exploratria, no fato de ser uma amostragem no-probabilstica por convenincia e de natureza quantitativa, so caracterizadas por uma abordagem em campo buscando as caractersticas situacionais apresentadas pelos entrevistados para gerar medidas quantitativas dos atributos observados por estes. Para a coleta de dados foi utilizada uma empresa especializada e pesquisa de mercado e assim, foram coletados os dados de consumidores reais. Como resultado foi possvel observar que o greenwashing confunde o consumido e no influencia na confiana do produto verde.Universidade Nove de Julho - Uninove2016-09-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1213810.5585/remark.v15i3.3342ReMark - Revista Brasileira de Marketing; v. 15, n. 3 (2016): Julho - Setembro; 390-4002177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12138/5783Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessBraga Junior, Sergio Silvada Silva, Dirceude Moraes, Nelson RussoGarcia, Sheila Farias Alves2019-02-19T17:40:36Zoai:https://periodicos.uninove.br:article/12138Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:40:36REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv True or False: Consumer Perception to Green Consumer Retail
Verdadeiro ou Falso: A Percepção do Consumidor para o Consumo Verde no Varejo
title True or False: Consumer Perception to Green Consumer Retail
spellingShingle True or False: Consumer Perception to Green Consumer Retail
Braga Junior, Sergio Silva
Greenwashing; Retail; Green Product; Consumer Behaviour; Sustainability.
Greenwashing, Varejo, Produto Verde, Comportamento do Consumidor, Sustentabilidade
title_short True or False: Consumer Perception to Green Consumer Retail
title_full True or False: Consumer Perception to Green Consumer Retail
title_fullStr True or False: Consumer Perception to Green Consumer Retail
title_full_unstemmed True or False: Consumer Perception to Green Consumer Retail
title_sort True or False: Consumer Perception to Green Consumer Retail
author Braga Junior, Sergio Silva
author_facet Braga Junior, Sergio Silva
da Silva, Dirceu
de Moraes, Nelson Russo
Garcia, Sheila Farias Alves
author_role author
author2 da Silva, Dirceu
de Moraes, Nelson Russo
Garcia, Sheila Farias Alves
author2_role author
author
author
dc.contributor.author.fl_str_mv Braga Junior, Sergio Silva
da Silva, Dirceu
de Moraes, Nelson Russo
Garcia, Sheila Farias Alves
dc.subject.por.fl_str_mv Greenwashing; Retail; Green Product; Consumer Behaviour; Sustainability.
Greenwashing, Varejo, Produto Verde, Comportamento do Consumidor, Sustentabilidade
topic Greenwashing; Retail; Green Product; Consumer Behaviour; Sustainability.
Greenwashing, Varejo, Produto Verde, Comportamento do Consumidor, Sustentabilidade
description The aim of this study was to analyze the influence of greenwshing in consumer awareness for green consumption in retail. Under this approach was evaluated if the greenwashing confuses consumers about what is to be green consumption and if it relies on green consumption. For the verification of the objective proposed by this work, an exploratory survey was conducted quantitative, through a survey with a sample of 359 respondents of So Paulo/Brazil. As for the justification of the method used, the exploratory research, with a non-probabilistic convenience sampling and quantitative nature, are characterized by a field approach seeking situational characteristics presented by respondents to generate quantitative measures of the attributes observed by them. For data collection was used a specialized company and market research and thus were collected data from real consumers. As a result it was observed that the greenwashing confuses consumed and does not influence the confidence of the green product.
publishDate 2016
dc.date.none.fl_str_mv 2016-09-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12138
10.5585/remark.v15i3.3342
url https://periodicos.uninove.br/remark/article/view/12138
identifier_str_mv 10.5585/remark.v15i3.3342
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12138/5783
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 15, n. 3 (2016): Julho - Setembro; 390-400
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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