Sustentabilidade nas empresas: desvendando o greenwashing

Diana Pereira

doi:10.34630/tth.vi4.5692

Autores

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

DOI:

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

Palavras-chave:

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

Resumo

Num contexto global de crise ambiental, a preocupação com a sustentabilidade é cada vez maior, e o mundo empresarial têm que se esforçar para demonstrar um compromisso com práticas ambientalmente responsáveis. Este artigo oferece uma reflexão crítica sobre a sustentabilidade empresarial, desvendando os mecanismos e impactos do greenwashing, explorando as suas diferentes formas e como é que estas minam a confiança dos consumidores e a integridade do movimento sustentável. Por fim, discutiremos estratégias para identificar e evitar esta prática enganosa, promovendo outras práticas empresariais autenticamente sustentáveis. O objetivo é desafiar a retórica vazia e incentivar uma abordagem mais transparente e responsável em relação à sustentabilidade corporativa, oferecendo aos leitores insights valiosos sobre como discernir entre compromissos genuínos e meras campanhas de marketing.

Palavras-chave: Sustentabilidade, Consciencialização, Greenwashing, Transparência, Responsabilidade, Consumidores.

Referências

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Artigos Académicos:

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

Delmas, M. A., & Burbano, V. C. (2011). The Drivers of Greenwashing. California Management Review, 54(1), 64–87.

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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