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. 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. 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.

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Unnatural demand: The candeia tree of Brazil is a key source for an anti-inflammatory ingredient in cosmetics for sensitive skin, top; big demand threatened the rainforest and prompted some companies to rely on suppliers who guarantee sustainable origins. Symrise, a German publicly traded multinational company and leader in the flavor and fragrance industry, announced that it will no longer offer the product known as natural Alpha-Bisabolol, extracted from the wood of the candeia, a native tree of the Brazilian Atlantic Forest.

Environmentalists, though, are not breaking out champagne as the Symrise decision exposes the harm that multinational corporations have inflicted on the rainforest. For more than 30 years, the Alpha-Bisabolol of candeia, or natural Bisabolol, was exported without fanfare. Only sporadic reports of clandestine sales and logging hinted at its value for the active ingredient — an anti-inflammatory used in cosmetics for sensitive skin.

Candeia is a tropical cousin of chamomile, and both species are a source of oil used in the health-care industry. Purified candeia oil, however, contains 95 percent Bisabolol, while at most chamomile oil reaches 45 percent.

The candeia, long sold at a lower price, was widely adopted by the global cosmetic market. Brazil is the sole world producer of natural Bisabolol, and until , when Symrise bought more than 70 percent of local production, controlled the market and determined the global price of the asset.

However, now that sufficient volumes of candeia oil can not be sustainable guaranteed, Symrise decided to stop buying this resource of the Rainforest. The world market for natural Bisabolol is about tons per year, almost all destined for international consumption, mainly in Europe. Five companies operate with candeia in Brazil, and Symrise bought crude oil from them all, allegedly without source discrimination or emphasis on traceable production. Furthermore, Symrise produced synthetic Alpha-Bisabolol, and reportedly despite a much lower degree of purity than Bisabolol of candeia, it was sold at a similar price.

Controlling volumes of the natural oil and regulating the synthetic product, the German multinational established world market prices. The product was then distributed to major multinationals and Brazilian companies. In February , the newspaper O Globo reported on the "mafia of candeia," describing the indiscriminate cutting of wood in Minas Gerais, Southeast Brazil, including within state parks and conservancy areas.

Due to this complaint, the Ministry of Environment funded, with the Universidade Federal de Lavras, a study on candeia management. However, even today, surveillance deficiencies hamper candeia protection. Such institutional deficiencies coupled with strong demand create a fertile environment for lawlessness. The volume of wood authorized by regulators is much lower than the quantity of Bisabolol offered to the market.

From each ton of candeia wood, 7 kilograms of Bisabolol is extracted. To generate tons per year, what the market uses, would require 14, tons of candeia. Licenses issued by forestry officials between and covered a little more than half of sales, which meant leakage was huge. The Symrise statement indirectly acknowledges that the company dominated a supply chain with low protection for forests.

The risk of variation between demand and supply, as well as product profitability, no doubt concerned Symrise. Two companies stood out: the Brazilian cosmetic company Natura suspended use of the product in , with the first allegations and resumed use after a supplier could guarantee a sustainable origin.

The Symrise decision may decrease the pressure of illegal logging on candeia. Yet an opportunity was also lost to address real concerns over the Brazilian rainforest.

Symrise could have become the main agent in transforming the supply chain, rather than simply abandon it. The case of Bisabolol of candeia is emblematic of a colonial legacy, with Brazil providing raw rainforest materials for refining and value-added manufacturing in European countries. Sustainability or Greenwashing? The candeia tree of Brazil is an excellent source of an ingredient valued for its anti-inflammatory effect and used in cosmetics for sensitive skin. High demand and minimal enforcement of logging regulations made sustainability an issue: Brazilian newspapers reported on logging irregularities, including in conservation areas, and Symrise has since replaced the natural oil with a synthetic version.

That decision may reduce pressures on the candeia — or other companies may continue the logging, representing a lost opportunity to demand sustainable practices among suppliers.

Tuesday, May 28, Unnatural demand: The candeia tree of Brazil is a key source for an anti-inflammatory ingredient in cosmetics for sensitive skin, top; big demand threatened the rainforest and prompted some companies to rely on suppliers who guarantee sustainable origins SAO PAULO: A tree in the Brazilian rainforest, for decades harvested for an essence used in cosmetic products, is being granted a reprieve.

Comments Eduardo Roxo on March 26, :. Your name. More information about text formats. Web page addresses and e-mail addresses turn into links automatically. Lines and paragraphs break automatically. This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.


Sustainability or Greenwashing?

Over the last 15 years, Bjarke Ingels has achieved something incredibly rare for contemporary architects, especially those under he has gained cultural momentum outside the discipline, even more so than two previous mega-starchitects, Zaha Hadid and Frank Gehry. His ubiquity within the field is rivalled perhaps only by his former boss Rem Koolhaas, and ever since his firm BIG Bjarke Ingels Group moved from Copenhagen to NYC in they have been a part of some of the largest and most well funded urban interventions around the globe. Instead, being sustainable should be thought of as a design challenge aimed at actually improving our environment and living conditions. Many BIG projects feature this radical architectural vision while maintaining an emphasis on economic viability. They can live exactly the way they want, or even better because the world and the city are designed in such a way that they can actually do so. They embody a utopian spirit that says we can preserve our level of comfort and address the crisis of climate change at the same time through the power of innovative design.


Brazil's big greenwash boom

Open Journal Systems. Ajuda do sistema. Tamanho de fonte. Thus, a theoretical framework on green marketing and greenwashing has been developed.

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