O Greenwashing como problema do sistema jurídico brasileiro de defesa do consumidor

• Ano de defesa: 2017
• Autor(a) principal: Méo, Letícia Caroline
• Orientador(a): Nery, Rosa Maria de Andrade
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Direito
• Departamento: Faculdade de Direito
• País: Brasil
• Palavras-chave em Português: Apelo ambiental excessivo; Desenvolvimento sustentável
• Palavras-chave em Inglês: Maquiagem verde; Sustainable development; Sustainable consumption; Consumer Rights
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO
• Link de acesso: https://tede2.pucsp.br/handle/handle/19727

This study intends to analyze the surreptitious practice of greenwashing, which consists in the conduct of suppliers that commercialize products or services said to be sustainable and non-prejudicial to the environment but, in reality, omit the fact that they cause negative environmental impact, often presenting vague and dubious information to customers or information lacking technical substantiation. The first chapter presents a historical context which demonstrates that consumers have nowadays more and more environmental awareness and tend to acquire green products and services. For this reason, companies started exploring the marketing of environmental qualities. In the second chapter we demonstrate the distortion of environmental marketing, which consists in the conduct of greenwashing, and identify the forms in which it is carried out and who are the agents that participate in this practice. In the third chapter we present the constitutional and infra-constitutional grounds that demand that the provider acts with transparency and honesty as a way to attest that the Brazilian legislation prevents and fights the practice of greenwashing. In the fourth chapter we classify greenwashing as the disrespect to the duty/right of information and, therefore, as a safety irregularity or an inadequacy irregularity, both frowned upon by the Brazilian Consumer Code. In the fifth chapter we demonstrate that greenwashing can be carried out through publicity and, in this case, could characterize misleading advertisement or abusive advertisement, which are also condemned by the Consumer Code. At last, in the sixth chapter, we evaluate the necessity of specific legislation to prevent and fight the practice of greenwashing