A (in)eficácia dos selos verdes sobre o comportamento dos consumidores: um estudo experimental

Abstract

The objective of the study was to analyze consumers' perceptions about green seals, according to how well known these seals are and to their own profile of green consumption. Therefore, a theoretical reference was made on sustainable consumption, as well as on the application of green seals in the perspective of green marketing. The method adopted was a hypothetical-deductive approach, carried out through two experiments (one online and the other face-to-face), both with factorial design 2 (true and well-known green seal versus false seal and nothing known) x 2 very sustainable versus low sustainable consumer profile). In view of the results obtained, four main discussions could be made, such as the possibility of greenwashing due to the clear mention of environmental aspects, either in relation to the seal itself or to the statements underlying it, the ineffectiveness of adopting green seals and influence of this ineffectiveness even in consumers who reported having a more sustainable consumption profile.