Consumidor consciente e o fenômeno de greenwashing
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Tipo
TCC
Data de publicação
2020-12
Periódico
Citações (Scopus)
Autores
Yamaoka, Bianca Sayuri
Orientador
Giancoli, Brunno Pandori
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ISSN da Revista
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Resumo
O presente artigo tem como escopo o estudo do perfil de consumidores
conscientes dos impactos que o capitalismo é capaz de gerar no meio ambiente e a prática do
fenômeno de greenwashing pelas empresas que os possuem como público-alvo no mercado,
de forma que buscam induzí-los a adquirirem os bens e serviços que estão à venda, por meio
de um falso discurso que remete a presença de responsabilidade ecológica nas suas políticas
empresariais. Haverá a identificação dos critérios utilizados por esses consumidores para
decidirem se irão comprar o que lhes estão sendo oferecidos ou não, bem como de que forma
podem identificar a existência de greenwashing nas publicidades a partir do conhecimento
dos sete pecados do greenwashing. Por fim, ocorrerá a análise dos recursos que o
ordenamento jurídico brasileiro atual detém para proteger o mercado consumista desse ato.
The present article has as scope the study of the profile of conscious consumers of the impacts that capitalism is capable of generating on the environment and to the practice of the phenomenon of greenwashing by companies that has them as target audience on the market, in a way that seeks to induce them to acquire the products and services that are for sale, through a false speech that refers to the presence of ecological responsibility in its corporate policies. The article will identify the criteria used by these consumers to decide whether to buy or not what are being offered to them, as well as how they can identify the existence of greenwashing in the advertising by using the knowledge of the seven sins of greenwashing. In conclusion, there will be an analysis of the resources that the current Brazilian legal system holds to protect the consumer market from this act.
The present article has as scope the study of the profile of conscious consumers of the impacts that capitalism is capable of generating on the environment and to the practice of the phenomenon of greenwashing by companies that has them as target audience on the market, in a way that seeks to induce them to acquire the products and services that are for sale, through a false speech that refers to the presence of ecological responsibility in its corporate policies. The article will identify the criteria used by these consumers to decide whether to buy or not what are being offered to them, as well as how they can identify the existence of greenwashing in the advertising by using the knowledge of the seven sins of greenwashing. In conclusion, there will be an analysis of the resources that the current Brazilian legal system holds to protect the consumer market from this act.
Descrição
Palavras-chave
sustentabilidade , consumidor consciente , ordenamento jurídico brasileiro , greenwashing , sustainability , conscious consumer , brazilian legal system