Falsos discursos mercadológicos

Greenwashing x Bluewashing

Authors

  • Tais Pasquotto Andreoli UNIFESP
  • Ana Carolina Nogueira Unifesp

DOI:

https://doi.org/10.12712/rpca.v15i2.48890

Abstract

 The work aimed to understand the reaction of consumers to advertising pieces that contain appeals characterized as greenwashing and / or bluewashing. The literature review focused on the discussion about green and societal marketing, later discussing greenwashing and bluewashing. As a methodological procedure, an online experiment was carried out in two stages, both with eye monitoring (eyetracker). The procedure consisted of the presentation of a fictitious advertising piece, manipulated in three different formats (greenwashing, bluewashing and neutral), followed by the answer to the questionnaire. As a result, there was an ability to influence greenwashing and bluewashing practices on consumer behavior.

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Published

2021-07-01

Issue

Vol. 15 No. 2 (2021)

Section

Artigos/Papers

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