Greenwashing em estratégia de marketing ambiental no mercado moveleiro brasileiro

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

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Revista de Economia e Sociologia Rural

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ARTICLE • Rev. Econ. Sociol. Rural 59 (3) • 2021 • https://doi.org/10.1590/1806-9479.2021.225336 copiar

Greenwashing em estratégia de marketing ambiental no mercado moveleiro brasileiro

Autoria SCIMAGO INSTITUTIONS RANKINGS

Resumo:

O marketing ambiental busca desenvolver estratégias para fortalecer a imagem empresarial e vincular o apelo ambiental aos produtos e marcas. Contudo, a reputação das empresas pode ser prejudicada se a mensagem verde usa informações falsas ou imprecisas, deixando transparecer que o discurso e a prática estão distantes. Como consequência, o prejuízo pode ser irreversível na percepção dos consumidores. Esta pesquisa objetivou levantar e analisar estratégias de marketing ambiental que denotam a prática de greenwashing na percepção de consumidores do mercado moveleiro nacional. Para alcançar o objetivo proposto, a pesquisa ocorreu em duas fases: a primeira com abordagem qualitativa, na qual os dados foram coletados em entrevistas. A segunda fase utilizou abordagem quantitativa, método de coleta survey e aplicação de questionários com consumidores. Como resultado, verificou-se que as variáveis de marketing ambiental que podem ser percebidas como greenwashing são, predominantemente: “preferência por produtos ambientais”, “interesse pela informação verde”, “confiança associada à marca”, “divulgação incentivada de compra verde” e “guia verde gera credibilidade ambiental”. Os resultados permitiram concluir que os consumidores têm consciência sobre as questões ambientais e preferência por produtos verdes, mas práticas de greenwashing prejudicam a sua percepção da imagem da empresa e de suas marcas.

Palavras-chave:
marketing ambiental; greenwashing; estratégia de marketing verde; mercado moveleiro

Greenwashing practices – difficulties to identify them
(1) product similarity with so-called environmental qualification, which prevents from identifying whether a certain product is greenwashing.
(2) difficulty to identify products based on environmental resources used
(3) excess of environmental characteristics that impair the real identification in the product presented
(4) the growing availability of products offered, which undermines the choice concerning the environment
(5) even after acquiring the product, the consumer rarely finds enough information on the product acquired
(6) insecurity concerning real environmental benefits and characteristics

Greenwashing dimensions
(1) if the product discreetly masks up its environmental characteristics
(2) if the product uses graphic and visual aids that fool the consumers concerning its environmental characteristics
(3) if there is a vague and non-verifiable green appeal
(4) if it exaggeratedly emphasizes the green functionality it really has
(5) if the product display omits some information and makes it look greener than it really is

#	Variable	Statement	Authors
V01	Vague label information	I avoid products whose labels have vague expressions about environmental practices, such as “friends of nature” or “ecologically correct”.	Laufer (2003)Laufer, W. S. (2003). Social accountability and corporate greenwashing. Journal of Business Ethics, 43(3), 253-261.
V02	Green media appeal	I link an ecological picture to the company when the visual communication contains images of landscapes or forests.	Laufer (2003)Laufer, W. S. (2003). Social accountability and corporate greenwashing. Journal of Business Ethics, 43(3), 253-261.
V03	Belief in green advertisement	I believe in companies whose ads contain words such as sustainability, reforestation, recyclable, biodegradable, and reusable.	Laufer (2003)Laufer, W. S. (2003). Social accountability and corporate greenwashing. Journal of Business Ethics, 43(3), 253-261.; Boff (2017)Boff, L. (2017). Sustentabilidade: o que é-o que não é. Petrópolis: Vozes.
V04	Ecological falsehood	The use of the word sustainability is hollow when the company hides internal procedures that can jeopardize the environment.	Boff (2017)Boff, L. (2017). Sustentabilidade: o que é-o que não é. Petrópolis: Vozes.; Ottman (2017)Ottman, J. A. (2017). The new rules of green marketing: strategies, tools, and inspiration for sustainable branding. London: Routledge. http://dx.doi.org/10.4324/9781351278683. http://dx.doi.org/10.4324/9781351278683...
V05	Product’s green certificate	I consider green products those that use green identification such as “friends of nature” or “ecologically correct”.	Dahlstrom, (2011)Dahlstrom, R. (2011). Gerenciamento de marketing verde. São Paulo: Cengage Learning.
V06	Camouflaged green actions	I don’t believe in products that don’t display real green attitudes clearly.	Rahman et al. (2015)Rahman, I., Park, J., & Chi, C. G. (2015). Consequences of “greenwashing” Consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management, 27(6), 1054-1081. http://dx.doi.org/10.1108/IJCHM-04-2014-0202 http://dx.doi.org/10.1108/IJCHM-04-2014-... ; De Vries et al. (2015)De Vries, G., Terwel, B. W., Ellemers, N., & Daamen, D. D. L. (2015). Sustainability or profitability? How communicated motives for environmental policy affect public perceptions of corporate greenwashing. Corporate Social Responsibility and Environmental Management, 22(3), 142-154.; Dahlstrom (2011)Dahlstrom, R. (2011). Gerenciamento de marketing verde. São Paulo: Cengage Learning.
V07	Frailty in green actions	During the purchase, I can’t decide when I believe something is wrong concerning how green action arguments are presented.	De Vries et al. (2015)De Vries, G., Terwel, B. W., Ellemers, N., & Daamen, D. D. L. (2015). Sustainability or profitability? How communicated motives for environmental policy affect public perceptions of corporate greenwashing. Corporate Social Responsibility and Environmental Management, 22(3), 142-154.; Chen & Chang (2013)Chen, Y. S., & Chang, C. H. (2013). Greenwashing and green trust: the mediation of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.; Walsh & Mitchell (2010)Walsh, G., & Mitchell, V. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6), 838-859. http://dx.doi.org/10.1108/03090561011032739 http://dx.doi.org/10.1108/03090561011032...
V10	Appealing green labels	I don’t trust the credibility of labels that over-display something concerning environmental actions.	Diffenderfer & Baker (2010)Diffenderfer, M., & Baker, K. C. (2010). Greenwashing: what your client should know to avoid costly litigation and consumer backlash. Natural Resources & Environment, 25(3), 21-25.

#	Variable	Statement	Authors
V12	Partial environmental responsibility	Replacing solid wood with replenished MDF panels doesn’t attest to environmental responsibility.	Cassilha et al. (2004)Cassilha, A. C., Podlasek, C. L., Casagrande Junior, E. F., Silva, M. C., & Mengatto, S. N. F. (2004). Indústria moveleira e resíduos sólidos: considerações para o equilíbrio ambiental. Revista Educação & Tecnologia, 8, 209-228.
V14	Partial green attributes	Advertising the use of reforestation wood, such as Pinewood or Eucalyptus, in pieces of furniture adds environmental responsibility to the company.	Cassilha et al. (2004)Cassilha, A. C., Podlasek, C. L., Casagrande Junior, E. F., Silva, M. C., & Mengatto, S. N. F. (2004). Indústria moveleira e resíduos sólidos: considerações para o equilíbrio ambiental. Revista Educação & Tecnologia, 8, 209-228.
V16	Greenwashing awareness	I am aware of the environmental damage caused by products that are not totally green.	Chen & Chang (2013)Chen, Y. S., & Chang, C. H. (2013). Greenwashing and green trust: the mediation of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.
V19	Lack of evidence	I get demotivated about purchasing a product when I notice the lack of ecological action appreciation in furniture companies.	Dias (2009)Dias, R. (2009). Marketing ambiental: ética, responsabilidade social e competitividade nos negócios. São Paulo: Atlas..
V20	Evidence of the so-called green brand	I ignore campaigns with an environmental appeal that advertise the brand with the use of a green speech.	Dias (2009)Dias, R. (2009). Marketing ambiental: ética, responsabilidade social e competitividade nos negócios. São Paulo: Atlas..
V21	Distorted green speech	I use social networks to report when I acquire products that don’t represent the real green speech.	Lyon & Montgomery (2013Lyon, T. P., & Montgomery, A. W. (2013). Tweetjacked: the impact of social media on corporate greenwash. Journal of Business Ethics, 118(4), 747-757. http://dx.doi.org/10.1007/s10551-013-1958-x http://dx.doi.org/10.1007/s10551-013-195... , 2015Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization & Environment, 28(2), 223-249. http://dx.doi.org/10.1177/1086026615575332 http://dx.doi.org/10.1177/10860266155753... )
V22	Green camouflage over communication	I don’t trust in “green camouflage” when companies appeal to communication to sell the idea of being environmentally correct.	Palazzo et al. (2016)Palazzo, M., Vollero, A., Siano, A., & Elving, W. J. L. (2016). Avoiding the greenwashing trap: between CSR communication and stakeholder engagement. International Journal of Innovation and Sustainable Development, 10(2), 120-140. http://dx.doi.org/10.1504/IJISD.2016.075542 http://dx.doi.org/10.1504/IJISD.2016.075... ; Lyon & Montgomery (2013Lyon, T. P., & Montgomery, A. W. (2013). Tweetjacked: the impact of social media on corporate greenwash. Journal of Business Ethics, 118(4), 747-757. http://dx.doi.org/10.1007/s10551-013-1958-x http://dx.doi.org/10.1007/s10551-013-195... , 2015Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization & Environment, 28(2), 223-249. http://dx.doi.org/10.1177/1086026615575332 http://dx.doi.org/10.1177/10860266155753... )

#	Variable	Statement	Authors
V08	Interest in green information	I am interested in the authenticity of sustainable information	Walsh & Mitchell (2010)Walsh, G., & Mitchell, V. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6), 838-859. http://dx.doi.org/10.1108/03090561011032739 http://dx.doi.org/10.1108/03090561011032...
V09	Preference for environmental products	I prefer companies that clearly display their environmental objectives	Barbieri & Silva (2011)Barbieri, J. C., & Silva, D. (2011). Desenvolvimento sustentável e educação ambiental: uma trajetória comum com muitos desafios. RAM. Revista de Administração Mackenzie, 12(3), 51-82.; Dias (2009)Dias, R. (2009). Marketing ambiental: ética, responsabilidade social e competitividade nos negócios. São Paulo: Atlas..
V11	A green guidebook generates environmental credibility	I believe in products that clearly display environmental actions guided by some Green Guidebooks through the identification of processes	Diffenderfer & Baker (2010)Diffenderfer, M., & Baker, K. C. (2010). Greenwashing: what your client should know to avoid costly litigation and consumer backlash. Natural Resources & Environment, 25(3), 21-25.
V13	Interest in the product’s origin	I look for information about the “green” source of the raw material of the furniture pieces I buy	Cassilha et al. (2004)Cassilha, A. C., Podlasek, C. L., Casagrande Junior, E. F., Silva, M. C., & Mengatto, S. N. F. (2004). Indústria moveleira e resíduos sólidos: considerações para o equilíbrio ambiental. Revista Educação & Tecnologia, 8, 209-228.
V15	Clear display of sustainable actions	I change my mind and buy from companies that clearly display their environmental actions	Chen & Chang (2013)Chen, Y. S., & Chang, C. H. (2013). Greenwashing and green trust: the mediation of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.

#	Variable	Statement	Authors
V17	The image of the consumer is safeguarded	I refuse to accept products that harm my image of a mindful consumer	Chen & Chang (2013)Chen, Y. S., & Chang, C. H. (2013). Greenwashing and green trust: the mediation of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.
V18	Environmental information appreciation	I appreciate information available about the manufacturing process and the environmental cause adopted by the company during the purchase of a furniture piece	Ottman (2017)Ottman, J. A. (2017). The new rules of green marketing: strategies, tools, and inspiration for sustainable branding. London: Routledge. http://dx.doi.org/10.4324/9781351278683. http://dx.doi.org/10.4324/9781351278683... ; Parguel et al. (2015)Parguel, B., Benoît-Moreau, F., & Russell, C. A. (2015). Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing’. International Journal of Advertising, 34(1), 107-134. http://dx.doi.org/10.1080/02650487.2014.996116 http://dx.doi.org/10.1080/02650487.2014....
V23	Interest in environmental actions	I follow up on practices of environmental activists in the search for companies’ inadequate environmental actions	Lyon & Montgomery (2013Lyon, T. P., & Montgomery, A. W. (2013). Tweetjacked: the impact of social media on corporate greenwash. Journal of Business Ethics, 118(4), 747-757. http://dx.doi.org/10.1007/s10551-013-1958-x http://dx.doi.org/10.1007/s10551-013-195... , 2015Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization & Environment, 28(2), 223-249. http://dx.doi.org/10.1177/1086026615575332 http://dx.doi.org/10.1177/10860266155753... )

#	Variables	Variable Explanation
V24	Green induction buying	I am persuaded to buy products when they are linked to other green products
V27	Environmental cause engagement	The lack of engagement to environmental causes happens when I do not understand the process used
V28	Green attitudes in small actions	I connect small actions, such as recycled paper, to green attitudes in companies
V29	Green graphic display as an attraction	I am attracted by products that display graphic information that explores landscapes, water, and foliage that resembles the environment

#	Variables	Variable Explanation
V25	Green seal as purchase attraction	Product label display or green seal leads the consumer into purchasing sustainable products
V26	Brand-associated trust	I trust the brand when the process used to reach sustainability is clear
V30	Advertisement encourages the mindful purchase	Announcing green actions in the media encourages mindful shopping

Variables	Variables	Fully Disagree		Partly Disagree		Neither agree nor disagree		Partly Agree		Fully Agree
Variables	Variables	F	%	F	%	F	%	F	%	F	%
V09*	Preference for environmental products	8	3.5	9	3.9	36	15.6	57	24.7	121	52.4
V08*	Interest in green information	6	2.6	13	5.6	38	16.5	53	22.9	121	52.4
V26*	Brand-associated trust	5	2.2	5	2.2	32	13.9	77	33.3	112	48.5
V30*	Advertisement encourages mindful purchase	7	3	5	2.2	34	14.7	77	33.3	108	46.8
V11*	A green guidebook generates environmental credibility	3	1.3	7	3	36	15.6	80	34.6	105	45.5
V18*	Environmental information appreciation	11	4.8	15	6.5	44	19	69	29.9	92	39.8
V15*	Clear display of sustainable actions	3	1.3	10	4.3	52	22.5	77	33.3	89	38.5
V25*	Green seal as purchase attraction	8	3.5	15	6.5	45	19.5	86	37.2	77	33.3

Variables	Variables	Fully Disagree		Partly Disagree		Neither agree nor disagree		Partly Agree		Fully Agree
Variables	Variables	F	%	F	%	F	%	F	%	F	%
V23*	Interest in environmental actions	60	26	43	18.6	64	27.7	36	15.6	28	12.1
V13*	Interest in the product’s origin	44	19	51	22.1	64	27.7	38	16.5	34	14.7

Variable name	N	Mean	Standard Deviation
V26 – Brand-associated trust	231	4.24	0.923
V11 – A green guidebook generates environmental credibility	231	4.20	0.901
V09 – Preference for environmental products	231	4.19	1.064
V30 – Advertisement encourages mindful purchase	231	4.19	0.971
V08 – Interest in green information	231	4.17	1.060
V15 – Clear display of sustainable actions	231	4.03	0.950
V18 – Environmental information appreciation	231	3.95	1.116
V25 – Green seal as purchase attraction	231	3.90	1.047
V17 – The image of the consumer is safeguarded	231	3.33	1.222
V13 – Interest in the product’s origin	231	2.86	1.313
V23 – Interest in environmental actions	231	2.69	1.334

Variables	Variables	Fully Disagree		Partly Disagree		Neither agree nor disagree		Partly Agree		Fully Agree
Variables	Variables	F	%	F	%	F	%	F	%	F	%
V04	Ecological falsehood	9	3.9	11	4.8	25	10.8	42	18.2	144	62.3
V16	Greenwashing awareness	5	2.2	20	8.7	31	13.4	60	26	115	49.8
V06	Camouflaged green actions	12	5.2	26	11.3	45	19.5	63	27.3	85	36.8
V12	Partial environmental responsibility	28	12.1	13	5.6	60	26	47	20.3	83	35.9
V28	Green attitudes in small actions	10	4.3	17	7.4	41	17.7	83	35.9	80	34.6
V03	Belief in green advertisement	8	3.5	24	10.4	41	17.7	87	37.7	71	30.7

Variables	Variables	Fully Disagree		Partly Disagree		Neither agree nor disagree		Partly Agree		Fully Agree
Variables	Variables	F	%	F	%	F	%	F	%	F	%
V21	Distorted green speech	72	31.2	46	19.9	65	28.1	30	13	18	7.8
V02	Green media appeal	65	28.1	35	15.2	52	22.5	52	22.5	27	11.7

Variables	N	Mean	Standard Deviation
V04 – Ecological falsehood	231	4.30	1.089
V16 – Greenwashing awareness	231	4.13	1.078
V28 – Green attitudes in small actions	231	3.89	1.096
V03 – Belief in green advertisement	231	3.82	1.088
V06 – Camouflaged green actions	231	3.79	1.201
V27 – Environmental cause engagement	231	3.63	1.095
V12 – Partial environmental responsibility	231	3.62	1.342
V10 – Appealing green label	231	3.55	1.152
V14 – Partial green attributes	231	3.54	1.160
V07 – Frailty in green actions	231	3.46	1.274
V22 – Green camouflage over communication	231	3.42	1.173
V19 – Lack of evidence	231	3.37	1.175
V05 – Product’s green certificate	231	3.29	.1237
V29 – Green graphic display as an attraction	231	3.02	1.256
V24 – Green induction buying	231	2.93	1.207
V20 – Evidence of the so-called green brand	231	2.77	1.255
V02 – Green media appeal	231	2.74	1.383
V01– Vague label information	231	2.49	1.194
V21– Distorted green speech	231	2.46	1.267

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[1] Source: Adapted from Walsh & Mitchell (2010)Walsh, G., & Mitchell, V. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6), 838-859. http://dx.doi.org/10.1108/03090561011032739
http://dx.doi.org/10.1108/03090561011032... .