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Abstract(s)
As mudanças em relação à escassez dos recursos naturais têm se tornado uma realidade nos últimos anos. Neste sentido, começaram a surgir novos padrões de comportamento em relação às questões ecológicas, e a sociedade tem desempenhado um papel relevante nessas mudanças. Quer da parte da procura, quer da parte da oferta denota-se um esforço acrescido nesse sentido.
Existem consumidores que estão em busca de produtos ambientalmente corretos e há organizações e empresas que têm ações voltadas à preservação do planeta. Uma dessas ações é a rotulagem ecológica, que busca certificar e identificar, através de selos, as embalagens e produtos amigos do ambiente. Dentro desse contexto, o rótulo (através da embalagem) torna-se um importante instrumento de comunicação com o consumidor aquando da compra.
Assim, este artigo busca analisar como as organizações responsáveis regulamentam estes selos certificadores, e como as empresas e os consumidores, no Brasil e em Portugal, encaram este tema sob o ponto de vista das vantagens, conhecimento e informação, instrumento de comunicação e fator influenciador na decisão de compra. Em função disso, foram realizadas entrevistas individuais a empresas e a uma organização e grupos focais a consumidores.
Os resultados apontam que existe ainda um desconhecimento acerca da “rotulagem ambiental”, em parte devido à comunicação verde que é realizada de forma incorreta; para além deste facto, existe um ceticismo significativo em relação à credibilidade dos produtos certificados com os rótulos ecológicos.
Changes in the scarcity of natural resources have become a reality in recent years. Therefore, new behavioural standards appeared regarding the ecological issues, and society has played an important role in these changes. Whether the demand side, or the supply side, indicate an increased effort in this direction. There are consumers who are looking for environmentally correct products and there are organizations and companies whose actions aimed at the preserving the planet. One of these actions is ecological labeling, which seeks to certify and identify through stamps, the packages and environmentally friendly products. Within this context, the label (through the packages) becomes an important instrument of communication with the consumer at the time of purchase. Thus, this article seeks to analyze how the responsible organizations regulate these certification stamps, and how companies and consumers, in Brazil and Portugal, regard this issue from the point of view of advantages, knowledge and information, communication instrument and influencing factor in the purchase decision. As a result, individual interviews were conducted with companies, an organization as well as focus groups with consumers. The results show that there is still a lack of knowledge about "environmental labeling", in much due to the green communication that is performed incorrectly; in addition to this, there is a significant skepticism about the credibility of certified products with ecological labels.
Changes in the scarcity of natural resources have become a reality in recent years. Therefore, new behavioural standards appeared regarding the ecological issues, and society has played an important role in these changes. Whether the demand side, or the supply side, indicate an increased effort in this direction. There are consumers who are looking for environmentally correct products and there are organizations and companies whose actions aimed at the preserving the planet. One of these actions is ecological labeling, which seeks to certify and identify through stamps, the packages and environmentally friendly products. Within this context, the label (through the packages) becomes an important instrument of communication with the consumer at the time of purchase. Thus, this article seeks to analyze how the responsible organizations regulate these certification stamps, and how companies and consumers, in Brazil and Portugal, regard this issue from the point of view of advantages, knowledge and information, communication instrument and influencing factor in the purchase decision. As a result, individual interviews were conducted with companies, an organization as well as focus groups with consumers. The results show that there is still a lack of knowledge about "environmental labeling", in much due to the green communication that is performed incorrectly; in addition to this, there is a significant skepticism about the credibility of certified products with ecological labels.
Description
Keywords
Comunicação Verde Consumidor Embalagem Meio Ambiente Rotulagem Ecológica