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O efeito do greenwashing no consumo ético mediado pela confusão verde e pelo ódio à marca
The Effect of Greenwashing on Ethical Consumption: The Mediating Roles of Green Confusion and Brand Hate
El efecto del greenwashing en el consumo ético mediado por la confusión verde y el odio hacia la marca
DOI:
https://doi.org/10.15446/innovar.v35n97.102239Palabras clave:
Consumidor, Consumo Ético, Greenwashing, Ódio à Marca, Confusão Verde (pt)Green Confusion, Consumer, Ethical Consumption, Greenwashing, Brand Hate (en)
Confusión verde, Consumidor, Consumo Ético, Odio a la Marca (es)
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O greenwashing verifica-se quando as empresas enganam os consumidores quanto às suas práticas ambientais ou benefícios dos seus produtos/serviços. Esta investigação centra-se nos impactos dessas práticas no consumo ético e analisa como a confusão verde e o ódio à marca atuam como mediadores nessa relação. Baseado em informações recolhidas por meio de questionário aplicado numa amostra de 420 consumidores portugueses, foi realizado estudo confirmatório, quantitativo e transversal (ou de corte único). A análise foi conduzida através de um modelo de equações estruturais com o software SmartPLS. Os resultados sugerem que o greenwashing aumenta a confusão verde entre os consumidores, dificultando a correta interpretação de aspetos ambientais de um produto/serviço. Além disso, o greenwashing gera emoções negativas extremas, como o ódio à marca. Os resultados também demostram que os consumidores, quando percecionam práticas de greenwashing por parte de uma empresa/marca tendem a deixar de comprar os seus produtos/serviços, optando por alternativas mais éticas e responsáveis. Foi estabelecida relação positiva direta e indireta entre greenwashing e consumo ético. Esta investigação avança o estado da arte, que carece de estudos relacionados com as consequências das práticas de greenwashing e elucida as empresas da necessidade de eliminar essas atividades enganadoras e irresponsáveis. Limitações e oportunidades de estudo futuras são abordadas.
Greenwashing refers to deceptive practices by companies that mislead consumers regarding the environmental benefits of their products or services. This study investigates the impact of greenwashing on ethical consumption and examines how green confusion and brand hate function as mediating variables in this relationship. Based on data collected through a questionnaire administered to a sample of 420 Portuguese consumers, the research employed a confirmatory, quantitative, and cross-sectional design. Structural equation modeling was conducted using SmartPLS software. Our findings indicate that greenwashing significantly increases green confusion, thus impeding consumers’ ability to accurately interpret the environmental attributes of products and services. Furthermore, greenwashing elicits strong negative emotions such as brand hate. The results also show that consumers who perceive greenwashing are more likely to cease purchasing from the offending company or brand, favoring more ethical and socially responsible alternatives instead. Both direct and indirect positive relationships between greenwashing and ethical consumption were established. This study contributes to the advancement of the literature by addressing the consequences of greenwashing practices and highlights the need for organizations to eliminate deceptive and irresponsible environmental claims. Limitations and directions for future research are also discussed.
El greenwashing se produce cuando las empresas engañan a los consumidores sobre sus prácticas medioambientales o los beneficios de sus productos o servicios. Esta investigación se centra en los impactos de estas prácticas en el consumo ético y analiza cómo la desinformación ecológica y el odio hacia la marca actúan como mediadores en esta relación. Basándose en la información recopilada mediante un cuestionario aplicado a una muestra de 420 consumidores portugueses, se llevó a cabo un estudio confirmatorio, cuantitativo y transversal (o de corte único). El análisis se llevó a cabo mediante un modelo de ecuaciones estructurales con el software SmartPLS. Los resultados sugieren que el greenwashing aumenta la desinformación ecológica entre los consumidores, dificultando la correcta interpretación de los aspectos medioambientales de un producto o servicio. Además, el greenwashing genera emociones negativas extremas, como el odio hacia la marca. Los resultados también demuestran que los consumidores, cuando perciben prácticas de greenwashing por parte de una empresa/marca, tienden a dejar de comprar sus productos/servicios, optando por alternativas más éticas y responsables. Se ha establecido una relación positiva directa e indirecta entre el greenwashing y el consumo ético. Esta investigación avanza el estado del arte, que carece de estudios relacionados con las consecuencias de las prácticas de greenwashing, y aclara a las empresas la necesidad de eliminar estas actividades engañosas e irresponsables. Se abordan las limitaciones y oportunidades de futuros estudios.
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