Sustentabilidade nas empresas: desvendando o greenwashing

Diana Pereira

doi:10.34630/tth.vi4.5692

Authors

Diana Pereira ISCAP Politécnico do Porto https://orcid.org/0009-0002-6294-5272

DOI:

https://doi.org/10.34630/tth.vi4.5692

Keywords:

Sustentabilidade, Consciencialização, Greenwashing, Transparência, Responsabilidade, Consumidores, Sustainability, Awareness, Transparency, Responsibility, Consumers

Abstract

In a global context of environmental crisis, the concern about sustainability is growing and companies have to make an effort to demonstrate a commitment to environmentally responsible practices. This article offers a critical reflection on corporate sustainability, unravelling the mechanisms and impacts of greenwashing by exploring its different forms and how they undermine consumer trust and the integrity of the sustainable movement. Finally, we will discuss strategies to identify and avoid greenwashing, promoting authentically sustainable business practices. The aim is to challenge empty rhetoric and encourage a more transparent and accountable approach to corporate sustainability, offering readers valuable insights into how to discern between genuine commitments and mere marketing campaigns.

Keywords: Sustainability, Awareness, Greenwashing, Transparency, Responsibility, Consumers.

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Inês Pena Barros (2020). A new concept of “Sustainable Company”: An analysis on the Greenwashing issue in the European context, ORCID: https://orcid.org/0000-0002-4196-3001

Lyon, T. P., & Montgomery, A. W. (2015). The Means and End of Greenwash. Organization & Environment, 28(2), 223–249. https://doi.org/10.1177/1086026614561608

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Bansal, P., & Roth, K. (2000). Why Companies Go Green: A Model of Ecological Responsiveness. Academy of Management Journal, 43(4), 717–736.

Websites:

Aristides Brito Junior, Gino Giacomini Filho, (2014). Revista Metropolitana de Sustentabilidade, “Greenwashing e as Organizações no Contexto do Século XXI.” https://revistaseletronicas.fmu.br/index.php/rms/article/view/253/pdf

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