Study goals
Analyze factors related to greenwashing in consumer behavior
Relevance / originality
The actions taken by companies that do not meet the requirements of green marketing is a practice known as greenwashing. This perspective of green marketing, greenwashing, is considered as marketing, advertising and public relations actions, carried out by companies in order to disseminate an organizational image oriented towards environmental preservation, even though they present destructive and harmful business practices for the environment
Methodology / approach
From a survey carried out with 129 respondents, it was possible to carry out the Structural Equation Modeling, with the verification of Convergent and Discriminant Validity and evaluation of the Internal Consistency of the Data, which led to the adjustment of the model. The bootstrapping procedure was carried out with 5000 resamples, whose t and p test values supported the five hypotheses proposed.
Main results
The results allowed to infer that the practice of greenwashing generates confusion perceived by the consumer and low trust in the product and the brand, which influences the purchase intention.
Theoretical / methodological contributions
It was possible to verify the importance of each construct and how it affects the consumer's purchase intention
Social / management contributions
The results allowed to infer that the practice of greenwashing generates confusion perceived by the consumer and low trust in the product and the brand, which influences the purchase intention.