What green are we talking about?

Divergences in the nomenclature of sustainable products

Authors

DOI:

https://doi.org/10.18568/cmc.v21i60.2895

Keywords:

communication, consumption, sustainable products, green products

Abstract

The abundance of marketing definitions and criteria creates confusion among consumers when trying to comprehend the impact of supposedly sustainable products and make informed purchasing decisions. This research, based on a survey of consumer behavior literature spanning from 2011 to 2021, where 432 articles were selected, delves into the diversity and potential discrepancies in terminology associated with sustainable products, corporate marketing strategies, and their potential influence on consumers. We highlight several recommendations for marketing practitioners and policymakers, including the importance of conducting long-term awareness campaigns, and establishing standards for sustainable products to enhance product differentiation and enable informed consumer choices.

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Author Biographies

Mariana Faro Ferreira, Universidade Federal do Pa´rá

Mestre em Comunicação e Cultura pela Universidade Federal do Rio de Janeiro (UFRJ), com graduação em Comunicação Social com habilitação em Publicidade e Propaganda e bacharelado em Design, ambos pela Universidade do Estado do Pará (UFPA).

Dra, Universidade Federal do Pa´rá

Docente Titular do Núcleo de Altos Estudos Amazônicos (NAEA) da Federal Universidade Federal do Pará (UFPA). Doutorado e Mestrado em Ecologia pela Universidade Estadual de Campinas (UNICAMP). Pós-doutorado em Ecologia de Ecossistemas no Woods Hole Research Center (Massachusetts, USA). Bacharelado em Biologia pela Universidade Federal do Rio de Janeiro (UFRJ).

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Published

2024-05-23

How to Cite

Faro Ferreira, M., & Azevedo-Ramos, C. (2024). What green are we talking about? Divergences in the nomenclature of sustainable products. Comunicação Mídia E Consumo, 21(60). https://doi.org/10.18568/cmc.v21i60.2895

Issue

Vol. 21 No. 60 (2024): JAN/ABR

Section

Artigos

License

Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.