SUSTAINABLE MARKETING OR GREENWASHING?

Abstract

The present work, aiming to understand the extent to which the consumer can identify, when a company consistently practices sustainable marketing in its business, with the purpose of presenting information media and tools, products. Based on the observation that organizations are increasingly investing in this subject, it was verified the need to produce this monograph. The methodology is necessary from bibliographical surveys from books, reports and documentaries that served as theoretical and reliable support on how they present themselves to the market. Evidencing a greater concern of the consumers in relation to the sustainability, however they do not know to identify the practices of the sustainable marketing, not being very habit to read labels and composition of the consumed products, besides, the ignorance for the term Greenwashing. Given this, the importance of this study is notable, to impact professionals in the area, instigating the problem and better observing the ethical stance of companies.