Greenwashing: construção de confiança e intenção de compra

Abstract

This research addresses the issue of greenwashing and its role in building brand trust and purchase intention. Greenwashing is a practice adopted by some companies that consists of making exaggerated or false environmental claims about their products, with the aim of positioning themselves as sustainable and environmentally responsible, attracting consumer attention and increasing their sales. Despite presenting itself as an environmental marketing strategy, greenwashing can mislead consumers and undermine public trust in the brand, damaging the company's reputation. With increasing environmental awareness among consumers, many companies adopt greenwashing practices to appear more environmentally friendly than they really are, which can lead to a loss of consumer trust and damage to the credibility of the environmental movement. The research seeks to answer the question: What is the role of greenwashing in building brand trust and purchase intention? The general objective is to analyze the influence of greenwashing on consumer purchase intention. The specific objectives include identifying the main factors that characterize greenwashing in marketing campaigns, demonstrating the factors that affect consumer purchasing, and examining consumer perceptions of the authenticity of green marketing practices. The rationale for this study is based on the need to understand green marketing and greenwashing practices and their influence on consumers' purchase intentions. Greenwashing, by misleading consumers with inflated or false information about the sustainability of products, can harm the reputation of companies and the environmental movement. The research is relevant because it addresses a current and important topic, contributing to raising awareness about transparency and the adoption of sustainable practices. In addition, it can provide support for reflection on the role of companies in environmental protection and in building a relationship of trust with consumers.