Uma análise sobre o comportamento do consumidor diante das características do greenwashing presentes em produtos no varejo
Carregando...
Data
2018-10-15
Autores
Correa, Caroline Miranda
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Estadual Paulista (Unesp)
Resumo
Com o aumento do consumo de produtos verdes nas últimas décadas, as organizações passaram a promover a si mesmo, ou a seus produtos e serviços como sendo verdes para atraírem um crescente segmento com consciência ambiental. Consequentemente, houve um aumento na disponibilidade desses produtos no varejo, ao mesmo tempo houve o aumento da divulgação de informações ambientais falsas, prática essa conhecida como greenwashing. Sendo assim, o objetivo deste trabalho foi analisar a relação das características identificadas do greenwashing na reputação da marca e no comportamento do consumidor quanto a confiança, a desconfiança e o não reconhecimento do produto. Sob este enfoque, foi analisado as características dos produtos com greenwashing que são identificadas pelos consumidores no varejo, para verificar como isso afeta a reputação da marca e a confiança, a desconfiança e o reconhecimento do produto, que são aspectos do comportamento do consumidor. Para a verificação do objetivo proposto, foi realizada uma pesquisa exploratória, de natureza quantitativa, por meio de um survey junto a uma amostra de 150 respondentes da região da Alta Paulista. A análise de dados foi realizada utilizando a modelagem de equações estruturais por meio do software SmartPLS 2.0 M3. Ao final, os resultados demonstraram que as características do greenwashing quando identificadas pelo consumidor afetam a confiança do consumidor e a reputação da marca. Uma vez que, a confiança e a marca interferem diretamente da decisão de compra do consumidor.
With increased consumption of green products in the last few decades, organizations have come to promote themselves, or their products and services as greens to attract a growing segment with environmental awareness. Consequently, there was an increase in the availability of these products at retail, while at the same time there was an increase in the dissemination of false environmental information, a practice known as greenwashing. Therefore, the objective of this work was to analyze the relationship between the identified characteristics of greenwashing in the brand reputation and in consumer behavior regarding confidence, mistrust and non-recognition of the product. Under this approach, the characteristics of greenwashing products identified by retail consumers were analyzed to see how this affects brand reputation and trust, mistrust, and product recognition that are aspects of consumer behavior. To verify the proposed objective, a quantitative exploratory research was carried out by means of a survey with a sample of 150 respondents from the Alta Paulista region. Data analysis was performed using structural equation modeling using SmartPLS 2.0 M3 software. In the end, the results demonstrated that the characteristics of greenwashing when identified by the consumer affect consumer confidence and brand reputation. Since, trust and brand interfere directly with the consumer's buying decision.
With increased consumption of green products in the last few decades, organizations have come to promote themselves, or their products and services as greens to attract a growing segment with environmental awareness. Consequently, there was an increase in the availability of these products at retail, while at the same time there was an increase in the dissemination of false environmental information, a practice known as greenwashing. Therefore, the objective of this work was to analyze the relationship between the identified characteristics of greenwashing in the brand reputation and in consumer behavior regarding confidence, mistrust and non-recognition of the product. Under this approach, the characteristics of greenwashing products identified by retail consumers were analyzed to see how this affects brand reputation and trust, mistrust, and product recognition that are aspects of consumer behavior. To verify the proposed objective, a quantitative exploratory research was carried out by means of a survey with a sample of 150 respondents from the Alta Paulista region. Data analysis was performed using structural equation modeling using SmartPLS 2.0 M3 software. In the end, the results demonstrated that the characteristics of greenwashing when identified by the consumer affect consumer confidence and brand reputation. Since, trust and brand interfere directly with the consumer's buying decision.
Descrição
Palavras-chave
Greenwashing, Marketing verde, Comportamento do consumidor, Consumer behavior