OS CONSUMIDORES CONFIAM NO PRODUTO ORGÂNICO OU ACHAM QUE É ORGANICWASHING?

Abstract

We sought to analyze whether the consumer's perception of organic products affects their purchase decision making and whether greenwashing strategies are associated with purchase and consumption, being here called organicwashing. As a methodology, exploratory research was used, qualitative technique, through the instrument of individual in-depth interview, semi-structured, applied to an intentional non-probabilistic sample of 16 consumers, using content analysis to seek to find the participants' perceptions, interpretations and motivations about the consumption of organic products. It was possible to verify through the content analysis of the interviews that consumers are more concerned with health, however the price is still a decision factor for the purchase. It was also clear that consumers associate greenwashing practices with organic products, here called organicwashing.