Greenwashing: a busca pelo reconhecimento através da conscientização das empresas

Abstract

This article thoroughly explores companies that adopt the practice of greenwashing in order to gain the trust and loyalty of customers. The aim of this research was to identify organizational changes that promote environmental awareness and responsibility of companies, aiming to maintain the recognition and trust of customers in their products and services, without resorting to illegal practices such as greenwashing. The grounding covered the evolution of marketing from its inception to the emergence of greenwashing in organizations, addressing concepts, credibility, and purpose. A qualitative research was conducted, with an exploratory objective and bibliographical nature using the platforms google scholar and scielo. The results point out the practices, behaviors, purposes, and consumer influences from greenwashing. the conclusion highlights the importance of establishing an authentic and beneficial relationship between companies, customers, and the environment to create a sustainable society. It is necessary for organizations to understand the relevance of environmental labeling, as well as to educate themselves about eco-friendly products and services. This way, ideal and reality can be brought closer together. all material was analyzed to reveal important aspects about the studied phenomenon and guide future work