Abstract

The aim of this study was to analyze the influence of greenwashing in consumer awareness for green consumption in retail. Under this approach was evaluated if the greenwashing confuses consumers about what is to be green consumption and if it relies on green consumption. For the verification of the objective proposed by this work, an exploratory survey was conducted quantitative, through a survey with a sample of 359 respondents of São Paulo/Brazil. As for the justification of the method used, the exploratory research, with a non-probabilistic convenience sampling and quantitative nature, are characterized by a field approach seeking situational characteristics presented by respondents to generate quantitative measures of the attributes observed by them. For data collection was used a specialized company and market research and thus were collected data from real consumers. As a result it was observed that the greenwashing confuses consumed and does not influence the confidence of the green product.

Details

Title
Verdadeiro ou Falso: A Percepção do Consumidor para o Consumo Verde no Varejo
Author
Sergio Silva Braga Junior; Dirceu Da Silva; Nelson Russo De Moraes; Sheila Farias Alves Garcia
Pages
n/a
Section
Artigos
Publication year
2016
Publication date
2016
Publisher
Universidade Nove de Julho (UNINOVE), PPGA
e-ISSN
21775184
Source type
Scholarly Journal
Language of publication
Portuguese
ProQuest document ID
1845227399
Copyright
Copyright Universidade Nove de Julho (UNINOVE), PPGA 2016