Greenwashing in environmental marketing strategy in the brazilian furniture market

Detalhes bibliográficos
Autor(a) principal: Caldas,Márcia Vieira de Alencar
Data de Publicação: 2021
Outros Autores: Veiga-Neto,Alípio Ramos, Guimarães,Luciana Gondim de Almeida, Castro,Ahiram Brunni Cartaxo de, Pereira,Glauber Ruan Barbosa
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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spelling 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
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dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.1590/1806-9479.2021.225336
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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)
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