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Abstract(s)
O crescente interesse perante a sustentabilidade e o futuro do planeta abriu caminho
para um novo mercado. Este caminho visa satisfazer as necessidades de um consumidor
consciente, causando o mínimo impacto possível no meio ambiente. No entanto, com a
pressão social e a forte concorrência no mercado, têm-se levantado questões éticas e
várias empresas necessitaram de implementar estratégias que pudessem beneficiar a sua
imagem “verde”. Paralelamente foi-se disseminando o conceito de greenwashing.
O greenwashing ampliou o comércio de produtos ecológicos, porém as táticas usadas
para influenciar o consumidor, em vez de o persuadir à compra por razões ambientais,
veio causar desconfiança e confusão, criando ceticismo e dividindo os clientes. Assim,
este estudo teve como principal objetivo aprofundar o conhecimento acerca do
greenwashing, analisando os diferentes tipos de consumidores e os seus
comportamentos. Também, procurou entender a relação entre o consumidor e a marca,
e qual seria a sua atitude perante as ações prejudiciais de uma empresa em relação ao
ambiente natural. Foi usado o estudo de caso da empresa Fiji Water para que se
entendesse como a persuasão ecológica pode afetar o indivíduo. Esta marca utilizou
promessas vagas sobre as suas ações e realizou campanhas nos Estados Unidos da
América com o intuito de desacreditar o consumo de água da torneira.
Foi realizada uma pesquisa qualitativa com recurso a focus group e no final os resultados
confirmaram que o greenwashing afeta os consumidores, particularmente os indivíduos
com maior conhecimento ecológico. Sobre a relação entre o consumidor e marca, foi
mostrado que a comunicação vaga criou ceticismo e automaticamente foi imposta uma
visão negativa da empresa. Em seguida, o fenómeno de dissociação moral indicou uma
diferença de comportamento registada durante o processo de entrevista, e esse
conhecimento permitiu dividir os participantes perante a sua preocupação ecológica e
conhecimento ambiental.
The growing interest in sustainability and the future of the planet has paved the way for a new market. This path aims to satisfy the needs of a conscious consumer, causing the least possible impact on the environment. However, with social pressure and strong competition in the market, ethical issues have been raised and several companies needed to implement strategies that could benefit their “green” image. At the same time, the concept of greenwashing was disseminated. Greenwashing has expanded the trade in green products, but the tactics used to influence consumers, rather than persuade them to buy for environmental reasons, have led to distrust and confusion, creating skepticism and dividing customers. Thus, this study aimed to deepen the knowledge about greenwashing, analyzing the different types of consumers and their behaviors. Also, it sought to understand the relationship between the consumer and the brand, and what would be their attitude towards the harmful actions of a company in relation to the natural environment. The case study of the Fiji Water company was used to understand how ecological persuasion can affect the individual. This brand used vague promises about its actions and carried out campaigns in the United States of America to discredit the consumption of tap water. A qualitative research was carried out using focus groups and in the end the results confirmed that greenwashing affects consumers, particularly individuals with greater ecological knowledge. Regarding the relationship between the consumer and the brand, it was shown that vague communication created skepticism and a negative view of the company was automatically imposed. Then, the phenomenon of moral dissociation indicated a difference in behavior recorded during the interview process, and this knowledge allowed the participants to divide their ecological concerns and environmental knowledge.
The growing interest in sustainability and the future of the planet has paved the way for a new market. This path aims to satisfy the needs of a conscious consumer, causing the least possible impact on the environment. However, with social pressure and strong competition in the market, ethical issues have been raised and several companies needed to implement strategies that could benefit their “green” image. At the same time, the concept of greenwashing was disseminated. Greenwashing has expanded the trade in green products, but the tactics used to influence consumers, rather than persuade them to buy for environmental reasons, have led to distrust and confusion, creating skepticism and dividing customers. Thus, this study aimed to deepen the knowledge about greenwashing, analyzing the different types of consumers and their behaviors. Also, it sought to understand the relationship between the consumer and the brand, and what would be their attitude towards the harmful actions of a company in relation to the natural environment. The case study of the Fiji Water company was used to understand how ecological persuasion can affect the individual. This brand used vague promises about its actions and carried out campaigns in the United States of America to discredit the consumption of tap water. A qualitative research was carried out using focus groups and in the end the results confirmed that greenwashing affects consumers, particularly individuals with greater ecological knowledge. Regarding the relationship between the consumer and the brand, it was shown that vague communication created skepticism and a negative view of the company was automatically imposed. Then, the phenomenon of moral dissociation indicated a difference in behavior recorded during the interview process, and this knowledge allowed the participants to divide their ecological concerns and environmental knowledge.
Description
Keywords
Consumidor Dissociação Moral Ética Greenwashing Sustentabilidade