Greenwashing effect, attitudes, and beliefs in green consumption


  • Sergio Braga Junior Universidade Estadual Paulista, Faculdade de Ciências e Engenharia de Tupã
  • Marta Pagán Martínez Universidade Federal de Mato Grosso do Sul
  • Caroline Miranda Correa Universidade Estadual Paulista, Faculdade de Ciências e Engenharia de Tupã
  • Rosamaria Cox Moura-Leite Universidade Federal de Mato Grosso do Sul
  • Dirceu da Silva Universidade Estadual de Campinas





Purpose – The purpose of this paper is to analyze the perception of the influence of greenwashing and of attitudes and beliefs in the decisions of purchase of green products in the retail. Design/methodology/approach – A quantitative research was carried out by means of a survey with a sample of 880 consumers living in São Paulo city, Brazil, who buy in supermarkets weekly or biweekly. Findings – It was possible to evaluate a model that analyzed the aspects that greenwashing carries and the aspects that the attitudes and beliefs of the consumer present. As a result, it is inferred that when greenwashing is identified in the product, it loses the aspects of loyalty, satisfaction and benefits, as well as becoming a product that causes confusion of consumption. Further, consumer attitudes and beliefs show that they are guided by the aspects of perceived loyalty, satisfaction and benefits and that the perceived risk aspect is practically ignored. Originality/value – The originality of this study is in evaluating consumer perception focusing on several aspects of purchase intention simultaneously, considering perception and behavior of consumer before greenwashing and green consumption and using all aspects together (satisfaction, loyalty, subjective and control forces, risk and benefits perception). Besides complementing with other determinants like consumer attitudes and beliefs, confusion of green consumption, behavior controlled in relation to green consumption and greenwashing. Thus, it contributes with an interdisciplinary study whose scale and methodology can be used by analogous studies.


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