Falsos discursos mercadológicos

Andreoli, Taís Pasquotto; Nogueira, Ana Carolina Vieira

doi:10.12712/rpca.v15i2.48890

Cited by 4 publications

(4 citation statements)

References 14 publications

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“…These results agree with some studies that also found such inconsistencies, with participants buying the green image, despite the fact they declare themselves as critics of that (Andreoli, Lima & Prearo;Andreoli & Nogueira, 2021). However, on the other hand, others question that they supported the capacity of participants to identify the greenwashing practice and mine occasional positive effects of it in their assessments (Markham, Khare & Beckman, 2014;Guo, Tao, Li & Wang, 2017).…”

Section: Results Discussionsupporting

confidence: 89%

Attention and skepticism to greenwashing: analysis of influence on consumer behavior

Andreoli,

Minciotti

2023

ReA UFSM

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Purpose: The goal was to assess the influence of greenwashing on consumer behavior, according to the levels of attention and skepticism involved in receiving and processing the stimulus. Design/methodology/approach: The method consisted of a hypothetical-deductive approach, performed through an experiment (n=151) with a 2 (attention or pre-attention) x 2 (skepticism or non-skepticism) factorial design, with the presentation and subsequent evaluation of a fictional advertising image with greenwashing. Findings: It was observed that the situation of greater consumer criticality occurred with the presence of both attention and skepticism, the opposite also being true, that is, lesser criticality (or greater vulnerability) of consumer was detected when both attention (pre-attention) and skepticism were absent. These results were found in the three investigated variables: green associations, image evaluation, and judgment about the greenwashing practice. Research implications: It has, as a contribution, not only the investigation of fairly unexplored constructs but also the combination and study in a connected way, bringing to the discussion the cognitive processes involved in the reception, processing, registration, and recovery of stimuli, especially in relation to the process of attention, and linking them to the practice of greenwashing. Practical implications: Managing implications can be seen from three main perspectives: organization, consumers, and government, all related to the importance and need for greater awareness. Originality/value: The study provided an unprecedented understanding of the role of two important cognitive processes (attention and skepticism) in consumer behavior in reaction to the practice of greenwashing.

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Section: Results Discussionsupporting

confidence: 89%

Attention and skepticism to greenwashing: analysis of influence on consumer behavior

Andreoli,

Minciotti

2023

ReA UFSM

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“…As participants agreed to the terms, the actual collection procedure began. There were three metrics of interest: emotional reaction to the ad, with eight assertions, a scale originally developed by Wells (1964) and recently adapted by Andreoli and Nogueira (2021); interest and willingness to purchase, a scale with four assertions, adapted according to the logic of the net promoter score (NPS); and the evaluation of communication responsibility, a scale developed for this study, with eight assertions. All these scales had a random presentation of the statements for each participant, who was asked to assign an agreement score on a Likert-type scale from 0 to 10, with 0 being totally disagree and 10 being totally agree.…”

Section: Methodological Proceduresmentioning

confidence: 99%

Pro-LGBTQIAP+ counterintuitive communication toward the consumer

Andreoli

Vieira

2023

REGE

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PurposeThe study aims to analyze consumer reaction to counterintuitive communication linked to the LGBTQIAP+ cause.Design/methodology/approachThe theoretical framework focused on marketing communication, counterintuitive communication and the insertion of the LGBTQIAP+ issue in them. A hypothetical-deductive approach was adopted, carried out through an online experiment with a factorial design 2 (high involvement product − wedding ring × low involvement − perfume) × 2 (homosexual couple − counterintuitive × heterosexual − intuitive), with two subsequent steps: eye tracker collection (n = 21) and questionnaire application (n = 136).FindingsIt was possible to attest to the differences between traditional (intuitive) and counterintuitive marketing communications, identified both in terms of visualizations and fixations (eye tracking), and objective responses (online questionnaire), finding more positive consumer behavior in the case of counterintuitive communication with insertion of the LGBTQIAP+ cause.Research limitations/implicationsMarketing communication has great potential to create “new/other” values and worldviews, thus having an important role in social responsibility that goes beyond the marketing sphere. Precisely in this context, the study contributes to endorse the literature concerning counterintuitive communication, reinforcing the increasing importance and favorable scenario for its practice, as well as highlighting its importance as an efficient marketing strategy.Originality/valueThe study extends the understanding of counterintuitive communication with the scope of an investigation linked to the LGBTQIAP+ cause, especially from the perspective of the receiving public, the consumers. Furthermore, it advances in the sense of aggregating empirical evidence by means of both exploratory (with neuroscientific technique as eye tracking) and explanatory factors.

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“…Sendo assim, o material utilizado consistiu na manipulação da exposição de um produto alimentício (fruta uva), que pode ser argumentado como tradicional quanto à caracterização de orgânico, comparando-se o selo oficial Orgânico Brasil e um selo fictício, desenvolvido apenas para este estudo. Para esse último, utilizou-se da denominação de natural, tendo em vista sua evidência como um dos principais indícios da prática de greenwashing, mais comumente chamado de "pecados de greenwashing" (Andreoli & Nogueira, 2021). Abaixo, na figura 1, expõe-se o material utilizado.…”

Section: Procedimentos Metodológicosunclassified

“…Aqui, foi seguida a orientação de Pradeep (2012, p.23), de limitação da amostra demandada quando da adoção de técnicas neurocientíficas, estimada em aproximadamente 10% das quantidades necessárias para as pesquisas tradicionais. Utilizou-se como referência de procedimento artigos concernentes, voltados à investigação do greenwashing (ver Andreoli & Batista, 2020;Andreoli & Nogueira, 2021).…”

Section: Etapa Exploratóriaunclassified

Orgânico ou Organicwashing? Influência do Selo Certificador Oficial Orgânico no Comportamento do Consumidor

Andreoli,

Kano,

Silva

2024

SCG

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O trabalho teve como objetivo verificar e comparar a influência da exposição do selo certificador verde oficial orgânico no comportamento do consumidor em relação a esses produtos e à prática de adoção de selos verdes. Para tanto, foi elaborado um referencial teórico sobre a alimentação orgânica e o mercado orgânico, especificando-se na rotulagem ambiental, com os selos certificadores verdes, atrelada à perspectiva de capacidade de influência no comportamento do consumidor, inclusive frente ao contexto de crescente prática de greenwashing (ou, neste caso, mais especificamente, organicwashing). Adotou-se uma abordagem hipotético-dedutiva, realizada por meio de dois experimentos online, em etapas subsequentes: uma fase preliminar exploratória (n=20) com monitoramento ocular (eyetracker), seguido da fase explicativa (n=91) com coleta de dados e análise quantitativa. Em ambos os casos, foram comparados dois diferentes selos verdes expostos em um mesmo produto alimentício: o selo oficial orgânico versus um selo fictício (denominado natural), caracterizando o greenwashing/organicwashing. Com isso, foi possível visualizar a influência dos selos certificadores verdes no comportamento do consumidor, atestando a credibilidade do selo oficial orgânico, tendo em vista sua capacidade de agregação de valor. Apesar disso, também se evidenciou aqui os pontos limitantes do mercado orgânico, como a falta de informação e desconhecimento por parte do consumidor, assim como a apreciação negativa quanto ao preço elevado dos produtos.

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Falsos discursos mercadológicos

Cited by 4 publications

References 14 publications

Attention and skepticism to greenwashing: analysis of influence on consumer behavior

Attention and skepticism to greenwashing: analysis of influence on consumer behavior

Pro-LGBTQIAP+ counterintuitive communication toward the consumer

Orgânico ou Organicwashing? Influência do Selo Certificador Oficial Orgânico no Comportamento do Consumidor

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