Reacción de boicot al greenwashing según el perfil del consumidor: una encuesta en Brasil
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No todas las afirmaciones responsables o sostenibles de las organizaciones reflejan prácticas genuinas, sino que se caracterizan por ser greenwashing, una estrategia de comunicación engañosa en la que las organizaciones exageran sus prácticas medioambientales para mejorar su imagen en el mercado. Con el panorama actual de proliferación del greenwashing, agravado por la continua ausencia de mecanismos reguladores eficaces, la responsabilidad de regular acaba recayendo en los consumidores. Este estudio tiene como objetivo comprender las reacciones de los consumidores ante el greenwashing, particularmente en términos de conocimiento, juicio y comportamiento de motivación al boicot, investigando las diferencias derivadas de los perfiles de los consumidores. Se realizó una encuesta con 1251 consumidores brasileños, realizando un análisis descriptivo general, seguido de la técnica de análisis paramétrico de varianza (ANOVA). Se observó la alta criticidad de la muestra en juzgar la práctica del greenwashing, con una predisposición autodeclarada en el comportamiento que motiva el boicot. Además, se identificaron diferencias en todas las variables del perfil de los consumidores en prácticamente todas las métricas investigadas, como el género, la educación, la edad, los ingresos y la experiencia profesional en gestión, con una mayor reacción atribuida a las consumidoras, a las personas con altos ingresos y educación, con más edad y con experiencia en gestión. Contribuye a una comprensión las reacciones de los consumidores ante el greenwashing en función de sus perfiles.
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