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Resumo do trabalho

Marketing · Marketing e Sociedade

Título

Sustainable Marketing and Consumer Behavior: A Comparative Analysis of Greenwashing Practices in the Food Sector

Palavras-chave

greenwashing consumer behavior food sector

Agradecimento: This research had the institutional support of the Federal University of Cariri (UFCA) and funding from the Ceará Foundation for Support of Scientific and Technological Development (FUNCAP).

Autores

Tatiana da Silva Arruda

UNIVERSIDADE FEDERAL DO CARIRI (UFCA)
Rondenelly Braz Longuinho

UNIVERSIDADE FEDERAL DO CARIRI (UFCA)
Karoline Teixeira de Sousa
Domenico Ceglia

UNIVERSIDADE FEDERAL DO CARIRI (UFCA)

Resumo

Introdução

The growing concern for sustainability has impacted the food sector, especially due to the rise of greenwashing practices. Misleading environmental labeling undermines consumer trust, fosters skepticism, and negatively influences the intention to purchase sustainable products. In this context, it becomes relevant to investigate how greenwashing affects consumer behavior in this sector.

Problema de Pesquisa e Objetivo

How do greenwashing practices in the food industry influence consumer perception and purchasing decisions? This study aimed to map, through a Systematic Literature Review (SLR), the effects of greenwashing on perceptions and purchasing decisions in the food sector, identifying implications for sustainable marketing and consumer behavior.

Fundamentação Teórica

The literature highlights greenwashing as a challenge to sustainability, with impacts on brand credibility, consumer trust, and the effectiveness of environmental certifications. The concept of eco-opportunism reveals corporate strategies that rely on sustainable discourse without real change, adversely affecting the green market and sustainable consumption relationships.

Discussão

Findings show that greenwashing undermines consumer trust, reduces the intention to buy sustainable products, and weakens the credibility of environmental certifications. Misleading labeling and imprecise communication hinder the distinction between authentic and opportunistic practices, generating skepticism and hindering the advancement of sustainable markets.

Conclusão

The study found that greenwashing negatively affects consumer behavior by impairing conscious purchasing decisions. The lack of standardized certifications and effective regulations increases the risk of misinformation. The use of technologies such as blockchain and the promotion of regulatory and educational policies are recommended to enhance environmental transparency and traceability.

Contribuição / Impacto

This research contributes to the sustainable marketing field by synthesizing evidence on the effects of greenwashing in the food sector. It provides insights for business strategies and public policies aimed at transparent communication and the development of sustainable markets. It also points to the potential of emerging technologies and the importance of fostering more critical and informed consumers.

Referências Bibliográficas

Matasci, C., Gauch, M., Böni, H., & Wäger, P. (2021). The Influence of Consumer Behavior on Climate Change: The Case of Switzerland. Sustainability, 13(5), 2966.
Nugraha, W. S., Szakos, D., Süth, M., & Kasza, G. (2024). Greenwashing in the food industry: A systematic review exploring the current situation and possible countermeasures. Cleaner and Responsible Consumption, 15, 100227
Andreoli, T. P., & Minciotti, S. A. (2023). Attention and skepticism to greenwashing: analysis of influence on consumer behavior. Revista De Administração Da UFSM, 16(4), e6.

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