GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZIL
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFSC |
Texto Completo: | https://repositorio.ufsc.br/handle/123456789/240673 |
Resumo: | Sustainable development is one of the most debated issues today. Green marketing affects the behavior of consumers, which are becoming more aware of environmental issues. In this context, there are opportunities for innovation and business expansion, but firms must observe ethical boundaries. This paper aims to discuss the role of advertising self-regulation in fighting the claims to sustainability in Brazilian ads and labels. It sought to answer the following research question: How to prevent greenwashing in commercial advertising? Therefore, a narrative review of the literature about greenwashing was conducted. It was also conducted a case study from eight decisions of the National Council of Advertising Self- Regulation (CONAR) in proceedings initiated by consumer’s complaints, judged between the years 2014 and 2016. The data-collection involved secondary data. This research uses a qualitative approach. Regarding the nature of its goal, this is an exploratory research. It was found that the most frequent complaint is the lack of evidence of the environmental benefits claimed by suppliers. Although it has no punitive power, CONAR, through its recommendations, helps to inhibit the practice of greenwashing in Brazil. |
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Marcon, Gabriela AlmeidaSoriano-Sierra, Eduardo Juan2022-10-14T12:27:12Z2022-10-14T12:27:12Z2017-05-032596-237Xhttps://repositorio.ufsc.br/handle/123456789/240673Sustainable development is one of the most debated issues today. Green marketing affects the behavior of consumers, which are becoming more aware of environmental issues. In this context, there are opportunities for innovation and business expansion, but firms must observe ethical boundaries. This paper aims to discuss the role of advertising self-regulation in fighting the claims to sustainability in Brazilian ads and labels. It sought to answer the following research question: How to prevent greenwashing in commercial advertising? Therefore, a narrative review of the literature about greenwashing was conducted. It was also conducted a case study from eight decisions of the National Council of Advertising Self- Regulation (CONAR) in proceedings initiated by consumer’s complaints, judged between the years 2014 and 2016. The data-collection involved secondary data. This research uses a qualitative approach. Regarding the nature of its goal, this is an exploratory research. It was found that the most frequent complaint is the lack of evidence of the environmental benefits claimed by suppliers. Although it has no punitive power, CONAR, through its recommendations, helps to inhibit the practice of greenwashing in Brazil.Grupo de Pesquisa VirtuhabGreenwashing, Advertising Self-Regulation, Sustainability.GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZILinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleporreponame:Repositório Institucional da UFSCinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; charset=utf-817https://repositorio.ufsc.br/bitstream/123456789/240673/2/license.txtfe4c3deb9063ec56f564e0ab2489e7b4MD52ORIGINALANAIS ENSUS 2017 (1)-1687-1702.pdfANAIS ENSUS 2017 (1)-1687-1702.pdfapplication/pdf817004https://repositorio.ufsc.br/bitstream/123456789/240673/1/ANAIS%20ENSUS%202017%20%281%29-1687-1702.pdfad51f02b5c13fcf531b86340a79621c6MD51123456789/2406732022-10-14 09:27:17.861oai:repositorio.ufsc.br:123456789/240673Q0M0IElOVEVSTkFDSU9OQUw=Repositório de PublicaçõesPUBhttp://150.162.242.35/oai/requestopendoar:23732022-10-14T12:27:17Repositório Institucional da UFSC - Universidade Federal de Santa Catarina (UFSC)false |
dc.title.pt_BR.fl_str_mv |
GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZIL |
title |
GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZIL |
spellingShingle |
GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZIL Marcon, Gabriela Almeida Greenwashing, Advertising Self-Regulation, Sustainability. |
title_short |
GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZIL |
title_full |
GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZIL |
title_fullStr |
GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZIL |
title_full_unstemmed |
GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZIL |
title_sort |
GREENWASHING: SUSTAINABILITY CLAIMS AND ADVERTISING SELF-REGULATION IN BRAZIL |
author |
Marcon, Gabriela Almeida |
author_facet |
Marcon, Gabriela Almeida Soriano-Sierra, Eduardo Juan |
author_role |
author |
author2 |
Soriano-Sierra, Eduardo Juan |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Marcon, Gabriela Almeida Soriano-Sierra, Eduardo Juan |
dc.subject.por.fl_str_mv |
Greenwashing, Advertising Self-Regulation, Sustainability. |
topic |
Greenwashing, Advertising Self-Regulation, Sustainability. |
description |
Sustainable development is one of the most debated issues today. Green marketing affects the behavior of consumers, which are becoming more aware of environmental issues. In this context, there are opportunities for innovation and business expansion, but firms must observe ethical boundaries. This paper aims to discuss the role of advertising self-regulation in fighting the claims to sustainability in Brazilian ads and labels. It sought to answer the following research question: How to prevent greenwashing in commercial advertising? Therefore, a narrative review of the literature about greenwashing was conducted. It was also conducted a case study from eight decisions of the National Council of Advertising Self- Regulation (CONAR) in proceedings initiated by consumer’s complaints, judged between the years 2014 and 2016. The data-collection involved secondary data. This research uses a qualitative approach. Regarding the nature of its goal, this is an exploratory research. It was found that the most frequent complaint is the lack of evidence of the environmental benefits claimed by suppliers. Although it has no punitive power, CONAR, through its recommendations, helps to inhibit the practice of greenwashing in Brazil. |
publishDate |
2017 |
dc.date.issued.fl_str_mv |
2017-05-03 |
dc.date.accessioned.fl_str_mv |
2022-10-14T12:27:12Z |
dc.date.available.fl_str_mv |
2022-10-14T12:27:12Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/article |
format |
article |
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publishedVersion |
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https://repositorio.ufsc.br/handle/123456789/240673 |
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2596-237X |
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2596-237X |
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https://repositorio.ufsc.br/handle/123456789/240673 |
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por |
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openAccess |
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Grupo de Pesquisa Virtuhab |
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Grupo de Pesquisa Virtuhab |
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