Greenwashing in environmental marketing strategy in the brazilian furniture market

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.

The Mediating Role of Eco-Friendly Artwork for Urban Hotels to Attract Environmental Educated Consumers

“…Environmental marketing is a business process that entails developing and advertising products based on real or perceived ecological sustainability. A prior study [3] described environmental marketing as the process of creating different strategies that strengthen the entrepreneurial image and link ecological appeal to brands and products. Indeed, the concept of green or environmental marketing entails the management process that covers the identification, keenness, and satisfaction of the consumer's needs and wants [2].…”