Greenwashing's Relationship with Market Reputation and Consumer Discount

Detalhes bibliográficos
Autor(a) principal: Correa, Caroline Miranda
Data de Publicação: 2018
Outros Autores: Machado, João Guilherme de Camargo Ferraz, Braga Junior, Sergio Silva
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12458
Resumo: Objective: The objective of this study was to analyze the relationship between perceived characteristics of greenwashing and brand reputation and consumer mistrust Method: A quantitative exploratory research was carried out utilizing a survey with a sample of 170 consumers collected in the State of So Paulo. Data analysis was performed using structural equation modeling using SmartPLS 2.0 M3 software. Originality/Relevance: The originality of this study is to evaluate the perception of the consumer focused on the aspects of the influence of greenwashing (green makeup on a product) on the reputation of the brand and the distrust that this type of perception can bring to the product. Thus, the research contributes with an interdisciplinary study whose scale and similar studies can use methodology. Results: It has been shown that the characteristics of greenwashing when perceived by the consumer affect the consumer's distrust of green products and the brand's reputation. Since trust and brand interfere directly with the consumer's purchasing decision Theoretical/methodological contributions: The methodology of data analysis used reinforces how much the Modeling by Structural Equations can contribute to the development of the theory in questions related to consumer behavior. As for the theoretical advance, it was possible to observe that further studies are needed to evaluate the relationship between greenwashing and brand reputation. Social contributions/to management: The main contribution of this study was to prove that greenwashing, when perceived by the consumer in green products in the retail, there is an immediate and real reflection on the reputation of the brand and the distrust in the product and this, for a company recovering, it is very costly and time-consuming.
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spelling Greenwashing's Relationship with Market Reputation and Consumer DiscountA Relação do Greenwashing com a Reputação da Marca e a Desconfiança do ConsumidorGreenwashing. Product. Retail. Green Marketing. Brand Reputation.Greenwashing. Produto. Varejo. Marketing Verde. Reputação da Marca.Objective: The objective of this study was to analyze the relationship between perceived characteristics of greenwashing and brand reputation and consumer mistrust Method: A quantitative exploratory research was carried out utilizing a survey with a sample of 170 consumers collected in the State of So Paulo. Data analysis was performed using structural equation modeling using SmartPLS 2.0 M3 software. Originality/Relevance: The originality of this study is to evaluate the perception of the consumer focused on the aspects of the influence of greenwashing (green makeup on a product) on the reputation of the brand and the distrust that this type of perception can bring to the product. Thus, the research contributes with an interdisciplinary study whose scale and similar studies can use methodology. Results: It has been shown that the characteristics of greenwashing when perceived by the consumer affect the consumer's distrust of green products and the brand's reputation. Since trust and brand interfere directly with the consumer's purchasing decision Theoretical/methodological contributions: The methodology of data analysis used reinforces how much the Modeling by Structural Equations can contribute to the development of the theory in questions related to consumer behavior. As for the theoretical advance, it was possible to observe that further studies are needed to evaluate the relationship between greenwashing and brand reputation. Social contributions/to management: The main contribution of this study was to prove that greenwashing, when perceived by the consumer in green products in the retail, there is an immediate and real reflection on the reputation of the brand and the distrust in the product and this, for a company recovering, it is very costly and time-consuming.Objetivo:O objetivo deste trabalho foi analisar a relao das caractersticas percebidas do greenwashing com a reputao da marca e a desconfiana do consumidor Mtodo:Foi realizada uma pesquisa exploratria, de natureza quantitativa, por meio de um survey junto a uma amostra de 166 consumidores coletada no Estado de So Paulo. A anlise de dados foi realizada utilizando a modelagem de equaes estruturais por meio do software SmartPLS 2.0 M3. Originalidade/Relevncia:A originalidade deste estudo est em avaliar a percepo do consumidor enfocado nos aspectos da influncia do greenwashing (maquiagem verde sobre um produto) na reputao da marca e na desconfiana que este tipo de percepo pode trazer ao produto. Assim, a pesquisa contribui com um estudo interdisciplinar cuja a escala e a metodologia podem ser utilizadas por estudos anlogos. Resultados:Demonstrou que as caractersticas do greenwashing quando percebidas pelo consumidor afeta a desconfiana do consumidor perante produtos verdes e a reputao da marca. Uma vez que, a confiana e a marca interferem diretamente da deciso de compra do consumidor Contribuies tericas/metodolgicas:A metodologia de analise de dados utilizada refora o quanto a Modelagem por Equaes Estruturais pode contribuir para o desenvolvimento da teoria em questes relacionadas ao comportamento do consumidor. Quanto ao avano terico, foi possivel observar que so necessrios mais estudos para avaliar a relao entre o greenwashing e a reputao das marcas. Contribuies sociais/para a gesto:A principal contribuio deste estudo foi comprovar que o greenwashing, ao ser percebido pelo consumidor em produtos verdes no varejo, existe um reflexo imediato e real na reputao da marca e na desconfiana no produto e isto, para uma empresa recuperar, muito custoso e demorado.Universidade Nove de Julho - Uninove2018-09-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1245810.5585/remark.v17i4.4162ReMark - Revista Brasileira de Marketing; v. 17, n. 4 (2018): Outubro - Dezembro; 590-6022177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12458/6017Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessCorrea, Caroline MirandaMachado, João Guilherme de Camargo FerrazBraga Junior, Sergio Silva2019-02-27T02:18:03Zoai:https://periodicos.uninove.br:article/12458Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-27T02:18:03REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Greenwashing's Relationship with Market Reputation and Consumer Discount
A Relação do Greenwashing com a Reputação da Marca e a Desconfiança do Consumidor
title Greenwashing's Relationship with Market Reputation and Consumer Discount
spellingShingle Greenwashing's Relationship with Market Reputation and Consumer Discount
Correa, Caroline Miranda
Greenwashing. Product. Retail. Green Marketing. Brand Reputation.
Greenwashing. Produto. Varejo. Marketing Verde. Reputação da Marca.
title_short Greenwashing's Relationship with Market Reputation and Consumer Discount
title_full Greenwashing's Relationship with Market Reputation and Consumer Discount
title_fullStr Greenwashing's Relationship with Market Reputation and Consumer Discount
title_full_unstemmed Greenwashing's Relationship with Market Reputation and Consumer Discount
title_sort Greenwashing's Relationship with Market Reputation and Consumer Discount
author Correa, Caroline Miranda
author_facet Correa, Caroline Miranda
Machado, João Guilherme de Camargo Ferraz
Braga Junior, Sergio Silva
author_role author
author2 Machado, João Guilherme de Camargo Ferraz
Braga Junior, Sergio Silva
author2_role author
author
dc.contributor.author.fl_str_mv Correa, Caroline Miranda
Machado, João Guilherme de Camargo Ferraz
Braga Junior, Sergio Silva
dc.subject.por.fl_str_mv Greenwashing. Product. Retail. Green Marketing. Brand Reputation.
Greenwashing. Produto. Varejo. Marketing Verde. Reputação da Marca.
topic Greenwashing. Product. Retail. Green Marketing. Brand Reputation.
Greenwashing. Produto. Varejo. Marketing Verde. Reputação da Marca.
description Objective: The objective of this study was to analyze the relationship between perceived characteristics of greenwashing and brand reputation and consumer mistrust Method: A quantitative exploratory research was carried out utilizing a survey with a sample of 170 consumers collected in the State of So Paulo. Data analysis was performed using structural equation modeling using SmartPLS 2.0 M3 software. Originality/Relevance: The originality of this study is to evaluate the perception of the consumer focused on the aspects of the influence of greenwashing (green makeup on a product) on the reputation of the brand and the distrust that this type of perception can bring to the product. Thus, the research contributes with an interdisciplinary study whose scale and similar studies can use methodology. Results: It has been shown that the characteristics of greenwashing when perceived by the consumer affect the consumer's distrust of green products and the brand's reputation. Since trust and brand interfere directly with the consumer's purchasing decision Theoretical/methodological contributions: The methodology of data analysis used reinforces how much the Modeling by Structural Equations can contribute to the development of the theory in questions related to consumer behavior. As for the theoretical advance, it was possible to observe that further studies are needed to evaluate the relationship between greenwashing and brand reputation. Social contributions/to management: The main contribution of this study was to prove that greenwashing, when perceived by the consumer in green products in the retail, there is an immediate and real reflection on the reputation of the brand and the distrust in the product and this, for a company recovering, it is very costly and time-consuming.
publishDate 2018
dc.date.none.fl_str_mv 2018-09-18
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/12458
10.5585/remark.v17i4.4162
url https://periodicos.uninove.br/remark/article/view/12458
identifier_str_mv 10.5585/remark.v17i4.4162
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12458/6017
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. 17, n. 4 (2018): Outubro - Dezembro; 590-602
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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