O Comportamento de Consumidores Diante da Prática do Greenwashing

Increasingly, consumers have taken on a questioning role by requiring companies to follow environmental preservation standards. Still, they often find it difficult to identify those companies that are considered to be truly sustainable. And this confusion, as a rule, encourages the practice of greenwashing. Therefore, the National Council for Self-Regulation (Conar), the body responsible for receiving, evaluating and judging possible greenwashing complaints, has sought to prevent consumers from being deceived by false environmental messages. In this context, this article aims to investigate the behavior of consumers towards the practice of greenwashing. The research has a qualitative character and used as a data source both the Conar website (which supported the accomplishment of a documentary research) and the results obtained by means of the application of a questionnaire developed from the survey software development Survey Monkey. The results showed that even consumers being skeptical of green advertising do not have adequate knowledge about the meaning of greenwashing, do not seek to verify the truthfulness of the information advertised, and are divided between whether or not to report a greenwashing case, justifying Especially not knowing the Conar. It is concluded that consumer awareness is changing gradually, but it is still necessary to behave more critically when it comes to greenwashing in order to reduce this practice