A Consumers' Perceptions of Green Advertising by Consumer Goods Companies

• Main Author: Rauber, Gabriela Nogueira
• Publication Date: 2024
• Other Authors: Freitas, Vérica, Paula, Verônica Angélica Freitas de
• Format: Article
• Language: por; eng
• Source: REUNIR: Revista de Administração. Contabilidade e Sustentabilidade
• Download full: https://reunir.revistas.ufcg.edu.br/index.php/uacc/article/view/1458
• topic: Green advertising; Cognitive responses; Instagram®; Propaganda ecológica; Respostas cognitivas; Instagram®

This article aimed to analyze and classify comments from Instagram® users after exposure to ecological advertisements of sustainable companies, according to the Cognitive Responses Theory. We used a qualitative approach to analyze comments on posts of six sustainable consumer goods companies operating in Brazil, totaling the analysis of 212 comments through coding. Thus, the study indicates that 86.4% of the cognitive responses of users, when commenting on the companies' green advertisements, were classified as supportive arguments and, among these, 82.6% were oriented to the message conveyed. In contrast, when analyzing the counterarguments, it can be seen that most responses referred to the product (63.1%). This shows that the target audience has a positive view of ecological advertisements, provided that the companies that perform Green Marketing offer quality products/services and reinforce the message conveyed. The research approach and method used can be replicated in different studies, considering the relevance of social media for the corporate image and strategic positioning of sustainable companies.