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Greenwashing in environmental marketing strategy in the brazilian furniture market

Author

Listed:
  • Caldas, Márcia Vieira de Alencar
  • Veiga-Neto, Alípio Ramos
  • Guimarães, Luciana Gondim de Almeida
  • Castro, Ahiram Brunni Cartaxo de
  • Pereira, Glauber Ruan Barbosa

Abstract

Environmental marketing tries to develop strategies to strengthen the entrepreneurial image and connect environmental appeal to products and brands. However, the companies’ reputation may be undermined if the green message uses false or inaccurate information, making it seem that theory and practice are far apart. As a consequence, the damage can be irreversible from the consumers’ viewpoint. This research aimed at raising and analyzing environmental marketing strategies that denote the practice of greenwashing from the point of view of consumers in the national furniture market. To reach the objective suggested, the research took place in two steps. The first step encompassed a qualitative approach, in which data were collected through interviews. The second step used the quantitative approach, a survey-collection method, and the application of questionnaires with consumers. As a result, it was possible to see that the variables concerning environmental marketing that can be perceived as greenwashing are mostly “preference for environmental products”, “interest in green information”, “brand-associated trust”, “green purchase incentive advertisement” and “a green guidebook generates environmental credibility”. The results led to the conclusion that consumers are aware of environmental issues and prefer green products, but greenwashing practices undermine the perception of the company’s image and its brands.

Suggested Citation

  • Caldas, Márcia Vieira de Alencar & Veiga-Neto, Alípio Ramos & Guimarães, Luciana Gondim de Almeida & Castro, Ahiram Brunni Cartaxo de & Pereira, Glauber Ruan Barbosa, 2021. "Greenwashing in environmental marketing strategy in the brazilian furniture market," Revista de Economia e Sociologia Rural (RESR), Sociedade Brasileira de Economia e Sociologia Rural, vol. 59(3), January.
    • Handle: RePEc:ags:revi24:341073
    DOI: 10.22004/ag.econ.341073
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    References listed on IDEAS

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    1. Roby Setiadi & Kardison Lumban Batu & Harry Soesanto, 2017. "Does an Environmental Marketing Strategy Influence Marketing and Financial Performance? A Study of Indonesian Exporting Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 177-192.
    2. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk," Journal of Business Ethics, Springer, vol. 114(3), pages 489-500, May.
    3. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
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