Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing
Ano de defesa: | 2021 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
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 Administração
|
Departamento: |
Faculdade de Economia, Administração, Contábeis e Atuariais
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | https://repositorio.pucsp.br/jspui/handle/handle/24651 |
Resumo: | The environment movements that started in the 19th century already exposed, in a pioneering way, the concern with the impact of the rampant consumerism on the environment. With them began a redirection of consumers towards sustainability, a responsible consumption and production, as well as a conscious disposal which is crucial in terms of consumption nowadays. Despite the importance of the theme, it is still noticed a lack of consumer proactivity, of commitment to a sustainable production in companies and absence of proficient supervision from the government. These gaps lead directly to the practice of greenwashing which emerges when companies mislead consumers by concealing their products or when they hide how irresponsible they are in environmental matters under an untrue discourse. The millennial generation stands out for its interest and concern with environmental issues and for its rigorous and critical analysis of brands it consumes. In this way, the aim of this study is to understand the relation between green brands and the millennial generation, by identifying how the greenwashing practice interferes in brand awareness and attitude in this generation’s choices. Therefore, this study aims to identify the knowledge of the greenwashing concept of millennials and how they see companies/brands that adopt this practice, besides mapping consumption attitudes of such brands after the confirmation of this practice, substantiating this study in the Stern Theory. A research with an exploratory approach of qualitative nature was then carried out nationwide, with self-answered questionnaires over the Internet by 143 valid respondents. The originality of this research is to bring to light the reaction of the millennial generation to greenwashing practices. The results point that millennials believe that a product is green once all its production chain is sustainable, they relate their worry of a green consumption to health and the environment, and they do not see price as a consumption restriction. They showed that this generation, although not entirely familiar with the greenwashing concept, is alert to products which damage the environment, and they are critic consumers of companies that do not respect it. Once they are aware of a misleading environmental advertisement, they stop consuming the brand and share their experience with family and friends. Moreover, the obtained data shows that this generation does not trust public institutions, and most millennials do not choose to report to regulatory entities nor to get in touch with manufacturers, but to expose the experience in social media, once they do not believe in effective solutions nor know how to get a possible one. Notably, they consider companies that practice greenwashing to deceive consumers and, when they decide to report them, they do it so companies do not reoccur with other clients and are, therefore, held accountable. The research collaborated to alert to the risks involved in the reputation of brands that use questionable practices, to encourage a closer approach to this generation group in order to measure the impact in the greenwashing perception and to find effective solutions without going through complaints in social media. What we should bear in mind, after all, it is the need of a company to organize its production process in a truly sustainable way and to consolidate a long term relationship with environmental friendly consumers |
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Las Casas, Alexandre Luzzihttp://lattes.cnpq.br/8865485894050471http://lattes.cnpq.br/5086511078062036Silva, Sandra Maria da2022-02-22T12:57:32Z2022-02-22T12:57:32Z2021-06-08Silva, Sandra Maria da. Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing. 2021. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração da Pontifícia Universidade Católica de São Paulo, São Paulo, 2021.https://repositorio.pucsp.br/jspui/handle/handle/24651The environment movements that started in the 19th century already exposed, in a pioneering way, the concern with the impact of the rampant consumerism on the environment. With them began a redirection of consumers towards sustainability, a responsible consumption and production, as well as a conscious disposal which is crucial in terms of consumption nowadays. Despite the importance of the theme, it is still noticed a lack of consumer proactivity, of commitment to a sustainable production in companies and absence of proficient supervision from the government. These gaps lead directly to the practice of greenwashing which emerges when companies mislead consumers by concealing their products or when they hide how irresponsible they are in environmental matters under an untrue discourse. The millennial generation stands out for its interest and concern with environmental issues and for its rigorous and critical analysis of brands it consumes. In this way, the aim of this study is to understand the relation between green brands and the millennial generation, by identifying how the greenwashing practice interferes in brand awareness and attitude in this generation’s choices. Therefore, this study aims to identify the knowledge of the greenwashing concept of millennials and how they see companies/brands that adopt this practice, besides mapping consumption attitudes of such brands after the confirmation of this practice, substantiating this study in the Stern Theory. A research with an exploratory approach of qualitative nature was then carried out nationwide, with self-answered questionnaires over the Internet by 143 valid respondents. The originality of this research is to bring to light the reaction of the millennial generation to greenwashing practices. The results point that millennials believe that a product is green once all its production chain is sustainable, they relate their worry of a green consumption to health and the environment, and they do not see price as a consumption restriction. They showed that this generation, although not entirely familiar with the greenwashing concept, is alert to products which damage the environment, and they are critic consumers of companies that do not respect it. Once they are aware of a misleading environmental advertisement, they stop consuming the brand and share their experience with family and friends. Moreover, the obtained data shows that this generation does not trust public institutions, and most millennials do not choose to report to regulatory entities nor to get in touch with manufacturers, but to expose the experience in social media, once they do not believe in effective solutions nor know how to get a possible one. Notably, they consider companies that practice greenwashing to deceive consumers and, when they decide to report them, they do it so companies do not reoccur with other clients and are, therefore, held accountable. The research collaborated to alert to the risks involved in the reputation of brands that use questionable practices, to encourage a closer approach to this generation group in order to measure the impact in the greenwashing perception and to find effective solutions without going through complaints in social media. What we should bear in mind, after all, it is the need of a company to organize its production process in a truly sustainable way and to consolidate a long term relationship with environmental friendly consumersOs movimentos ambientalistas iniciados no século XIX já expunham, de forma pioneira, a preocupação com o impacto que o consumo desenfreado causa ao meio ambiente. Com eles começava então um redirecionamento dos consumidores rumo à sustentabilidade, a uma produção e consumo responsável, bem como a um descarte consciente, processo que se mostra crucial em termos de consumo na atualidade. Apesar da importância do tema, ainda se percebe uma falta de proatividade dos consumidores, comprometimento com a produção sustentável nas empresas e ausência de fiscalização proficiente do governo. Essas lacunas levam diretamente à prática de greenwashing, ou lavagem verde, que emerge quando as empresas ludibriam os consumidores, mascarando seus produtos ou, mediante um discurso inverídico, quando ocultam o quão irresponsáveis são em questões ambientais. A geração millennials se destaca pelo interesse e preocupação com assuntos ambientais e por sua análise rigorosa e crítica das marcas que consome. Nesse sentido, o objetivo do estudo é entender a relação entre as marcas verdes e a geração millennials, identificando como a prática do greenwashing interfere na percepção de marca e atitude nas escolhas dessa geração. Para tanto, esse estudo se propõe a identificar o conhecimento do conceito de greenwashing pelos millennials e como veem as empresas/marcas que adotam essa prática, além de mapear as atitudes de consumo de tais marcas após a constatação da prática, fundamentando o estudo na Teoria de Stern. Realizou-se, então, uma pesquisa com abordagem exploratória de natureza qualitativa, em todo o território nacional, com questionários autorrespondidos pela internet por 143 respondentes válidos. A originalidade desta pesquisa é trazer à luz a reação da geração millennials diante das práticas de greenwashing. Os resultados apontam que os millennials acreditam que um produto é verde desde que toda a sua cadeia produtiva seja sustentável, consideram seu consumo verde pela preocupação com a saúde e meio ambiente, e não veem no preço um limitador para esse consumo. Demonstrou que essa geração, apesar de não estar totalmente familiarizada com o conceito de greenwashing, está alerta a produtos que degradam o meio ambiente, e são consumidores críticos de empresas que não respeitam o meio ambiente. Quando cientes de uma propaganda ambiental enganosa, deixam de consumir as marcas e compartilham essa experiência com família e amigos. Além disso, revelam os dados obtidos que essa geração não confia nas instituições públicas competentes, e a maioria não opta por denunciar o fato a entidades reguladoras ou entrar em contato com o fabricante, e sim pela exposição da experiência em mídias sociais, uma vez que desacreditam em soluções efetivas para tal e desconhecem como viabilizar uma solução. Ponderam, notadamente, que as empresas que praticam greenwashing enganam o consumidor e, quando decidem denunciá-las, fazem-no para que elas não reincidam com outros clientes e sejam, portanto, responsabilizadas. A pesquisa colaborou para alertar sobre os riscos envolvidos na reputação das marcas adeptas dessas práticas questionáveis, incentivar a aproximação com esse grupo geracional para mensurar o impacto na percepção do greenwashing e buscar soluções eficazes sem passar por denúncias propagadas em mídias sociais. O que se tem em vista, afinal, é a necessidade de uma empresa organizar seu processo produtivo de forma realmente sustentável e consolidar um relacionamento de longo prazo com o consumidor ambientalmente responsávelCoordenação de Aperfeiçoamento de Pessoal de Nível Superior – CAPESporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em AdministraçãoPUC-SPBrasilFaculdade de Economia, Administração, Contábeis e AtuariaisCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOGreenwashingLavagem VerdeGeração MillennialsConsumo ConscienteConsumo SustentávelMarketing VerdeGreenwashingMillennial GenerationConscious ConsumptionSustainable ConsumptionGreen MarketingEstudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashinginfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPORIGINALSandra Maria da Silva.pdfapplication/pdf2675743https://repositorio.pucsp.br/xmlui/bitstream/handle/24651/1/Sandra%20Maria%20da%20Silva.pdf5049dce00d9f4f32a41821ecb9c0e169MD51TEXTSandra Maria da Silva.pdf.txtSandra Maria da Silva.pdf.txtExtracted texttext/plain249107https://repositorio.pucsp.br/xmlui/bitstream/handle/24651/2/Sandra%20Maria%20da%20Silva.pdf.txtbdb58a656ca85bb2643a47c49483e83cMD52THUMBNAILSandra Maria da Silva.pdf.jpgSandra Maria da Silva.pdf.jpgGenerated Thumbnailimage/jpeg1204https://repositorio.pucsp.br/xmlui/bitstream/handle/24651/3/Sandra%20Maria%20da%20Silva.pdf.jpg746dc242e6d9250bfe8cabf0e42b9f6dMD53handle/246512022-02-23 01:02:17.694oai:repositorio.pucsp.br:handle/24651Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-02-23T04:02:17Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.pt_BR.fl_str_mv |
Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing |
title |
Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing |
spellingShingle |
Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing Silva, Sandra Maria da CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO Greenwashing Lavagem Verde Geração Millennials Consumo Consciente Consumo Sustentável Marketing Verde Greenwashing Millennial Generation Conscious Consumption Sustainable Consumption Green Marketing |
title_short |
Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing |
title_full |
Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing |
title_fullStr |
Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing |
title_full_unstemmed |
Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing |
title_sort |
Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing |
author |
Silva, Sandra Maria da |
author_facet |
Silva, Sandra Maria da |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Las Casas, Alexandre Luzzi |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/8865485894050471 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5086511078062036 |
dc.contributor.author.fl_str_mv |
Silva, Sandra Maria da |
contributor_str_mv |
Las Casas, Alexandre Luzzi |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
topic |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO Greenwashing Lavagem Verde Geração Millennials Consumo Consciente Consumo Sustentável Marketing Verde Greenwashing Millennial Generation Conscious Consumption Sustainable Consumption Green Marketing |
dc.subject.por.fl_str_mv |
Greenwashing Lavagem Verde Geração Millennials Consumo Consciente Consumo Sustentável Marketing Verde |
dc.subject.eng.fl_str_mv |
Greenwashing Millennial Generation Conscious Consumption Sustainable Consumption Green Marketing |
description |
The environment movements that started in the 19th century already exposed, in a pioneering way, the concern with the impact of the rampant consumerism on the environment. With them began a redirection of consumers towards sustainability, a responsible consumption and production, as well as a conscious disposal which is crucial in terms of consumption nowadays. Despite the importance of the theme, it is still noticed a lack of consumer proactivity, of commitment to a sustainable production in companies and absence of proficient supervision from the government. These gaps lead directly to the practice of greenwashing which emerges when companies mislead consumers by concealing their products or when they hide how irresponsible they are in environmental matters under an untrue discourse. The millennial generation stands out for its interest and concern with environmental issues and for its rigorous and critical analysis of brands it consumes. In this way, the aim of this study is to understand the relation between green brands and the millennial generation, by identifying how the greenwashing practice interferes in brand awareness and attitude in this generation’s choices. Therefore, this study aims to identify the knowledge of the greenwashing concept of millennials and how they see companies/brands that adopt this practice, besides mapping consumption attitudes of such brands after the confirmation of this practice, substantiating this study in the Stern Theory. A research with an exploratory approach of qualitative nature was then carried out nationwide, with self-answered questionnaires over the Internet by 143 valid respondents. The originality of this research is to bring to light the reaction of the millennial generation to greenwashing practices. The results point that millennials believe that a product is green once all its production chain is sustainable, they relate their worry of a green consumption to health and the environment, and they do not see price as a consumption restriction. They showed that this generation, although not entirely familiar with the greenwashing concept, is alert to products which damage the environment, and they are critic consumers of companies that do not respect it. Once they are aware of a misleading environmental advertisement, they stop consuming the brand and share their experience with family and friends. Moreover, the obtained data shows that this generation does not trust public institutions, and most millennials do not choose to report to regulatory entities nor to get in touch with manufacturers, but to expose the experience in social media, once they do not believe in effective solutions nor know how to get a possible one. Notably, they consider companies that practice greenwashing to deceive consumers and, when they decide to report them, they do it so companies do not reoccur with other clients and are, therefore, held accountable. The research collaborated to alert to the risks involved in the reputation of brands that use questionable practices, to encourage a closer approach to this generation group in order to measure the impact in the greenwashing perception and to find effective solutions without going through complaints in social media. What we should bear in mind, after all, it is the need of a company to organize its production process in a truly sustainable way and to consolidate a long term relationship with environmental friendly consumers |
publishDate |
2021 |
dc.date.issued.fl_str_mv |
2021-06-08 |
dc.date.accessioned.fl_str_mv |
2022-02-22T12:57:32Z |
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2022-02-22T12:57:32Z |
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Silva, Sandra Maria da. Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing. 2021. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração da Pontifícia Universidade Católica de São Paulo, São Paulo, 2021. |
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https://repositorio.pucsp.br/jspui/handle/handle/24651 |
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Silva, Sandra Maria da. Estudo sobre a percepção e atitudes da geração millennials frente a marcas que praticam greenwashing. 2021. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração da Pontifícia Universidade Católica de São Paulo, São Paulo, 2021. |
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