Greenwashing X Demarketing verde

• Autor(a) principal: Negrais, Juliana dos Santos [UNIFESP]
• Data de Publicação: 2022
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNIFESP
• Texto Completo: https://repositorio.unifesp.br/handle/11600/66268
• topic: Sustentabilidade; Demarketing; Greenwashing; Consumidor; Consumer; Sustainability

The movement around greater environmental accountability is notorious, both at a general level, with the United Nations and countries, but also at a more applied level, with organizations and their consumer markets. In view of this, the study aimed to understand the consumer's reaction to the two opposing practices developed by organizations in the context of greater appreciation of the environmental aspect, comparing, then, the adoption of the practice of greenwashing and demarketing. To this end, the theoretical foundation starts from a more general discussion about sustainability and the objectives of sustainable development, narrowing down, more specifically, to the incorrect adoption of green marketing, with the practice of greenwashing, on the one hand, and the extreme adoption of environmental responsibility, with the practice of demarketing, on the other hand. As a methodological procedure, a qualitative approach was adopted, with a focus group being carried out with six participants, chosen by convenience. In summary, it was possible to observe a general lack of knowledge on the part of consumers about both practices, but, when triggered, they had different reactions: a certain neutrality in relation to greenwashing, considered more frequent, and relative negativity in relation to demarketing, considered rare, which causes strangeness.