Greenwashing in environmental marketing strategy in the brazilian furniture market
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Revista de Economia e Sociologia Rural |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0103-20032021000300211 |
Resumo: | 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. |
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Greenwashing in environmental marketing strategy in the brazilian furniture marketenvironmental marketinggreenwashinggreen marketing strategyfurniture marketAbstract: 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.Sociedade Brasileira de Economia e Sociologia Rural2021-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S0103-20032021000300211Revista de Economia e Sociologia Rural v.59 n.3 2021reponame:Revista de Economia e Sociologia Ruralinstname:Sociedade Brasileira de Economia e Sociologia Rural (SBESR)instacron:SBESR10.1590/1806-9479.2021.225336info:eu-repo/semantics/openAccessCaldas,Márcia Vieira de AlencarVeiga-Neto,Alípio RamosGuimarães,Luciana Gondim de AlmeidaCastro,Ahiram Brunni Cartaxo dePereira,Glauber Ruan Barbosaeng2021-07-16T00:00:00Zoai:scielo:S0103-20032021000300211Revistahttps://www.revistasober.org/ONGhttps://old.scielo.br/oai/scielo-oai.phpsober@sober.org.br||resr@revistasober.org1806-94790103-2003opendoar:2021-07-16T00:00Revista de Economia e Sociologia Rural - Sociedade Brasileira de Economia e Sociologia Rural (SBESR)false |
dc.title.none.fl_str_mv |
Greenwashing in environmental marketing strategy in the brazilian furniture market |
title |
Greenwashing in environmental marketing strategy in the brazilian furniture market |
spellingShingle |
Greenwashing in environmental marketing strategy in the brazilian furniture market Caldas,Márcia Vieira de Alencar environmental marketing greenwashing green marketing strategy furniture market |
title_short |
Greenwashing in environmental marketing strategy in the brazilian furniture market |
title_full |
Greenwashing in environmental marketing strategy in the brazilian furniture market |
title_fullStr |
Greenwashing in environmental marketing strategy in the brazilian furniture market |
title_full_unstemmed |
Greenwashing in environmental marketing strategy in the brazilian furniture market |
title_sort |
Greenwashing in environmental marketing strategy in the brazilian furniture market |
author |
Caldas,Márcia Vieira de Alencar |
author_facet |
Caldas,Márcia Vieira de Alencar Veiga-Neto,Alípio Ramos Guimarães,Luciana Gondim de Almeida Castro,Ahiram Brunni Cartaxo de Pereira,Glauber Ruan Barbosa |
author_role |
author |
author2 |
Veiga-Neto,Alípio Ramos Guimarães,Luciana Gondim de Almeida Castro,Ahiram Brunni Cartaxo de Pereira,Glauber Ruan Barbosa |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Caldas,Márcia Vieira de Alencar Veiga-Neto,Alípio Ramos Guimarães,Luciana Gondim de Almeida Castro,Ahiram Brunni Cartaxo de Pereira,Glauber Ruan Barbosa |
dc.subject.por.fl_str_mv |
environmental marketing greenwashing green marketing strategy furniture market |
topic |
environmental marketing greenwashing green marketing strategy furniture market |
description |
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. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-01-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0103-20032021000300211 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0103-20032021000300211 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/1806-9479.2021.225336 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Sociedade Brasileira de Economia e Sociologia Rural |
publisher.none.fl_str_mv |
Sociedade Brasileira de Economia e Sociologia Rural |
dc.source.none.fl_str_mv |
Revista de Economia e Sociologia Rural v.59 n.3 2021 reponame:Revista de Economia e Sociologia Rural instname:Sociedade Brasileira de Economia e Sociologia Rural (SBESR) instacron:SBESR |
instname_str |
Sociedade Brasileira de Economia e Sociologia Rural (SBESR) |
instacron_str |
SBESR |
institution |
SBESR |
reponame_str |
Revista de Economia e Sociologia Rural |
collection |
Revista de Economia e Sociologia Rural |
repository.name.fl_str_mv |
Revista de Economia e Sociologia Rural - Sociedade Brasileira de Economia e Sociologia Rural (SBESR) |
repository.mail.fl_str_mv |
sober@sober.org.br||resr@revistasober.org |
_version_ |
1752122558499520512 |