Year: 2023
Type: article
Abstract: The objective of this article is to investigate the green marketing actions of Natura & Co., one of the most sustainable companies in Brazil, presenting greenwashing characteristics. The topic of sustainability occupies more and more space in the media and also in the discussions in the corporate environment, in the face of the growing awareness of humanity regarding the relevance of the environment. Many organizations perceive that the adoption of sustainable practices could represent an opportunity to consolidate their position. This study was analyzed in the case of the company Natura Cosméticos, based on secondary data, publicly available, through audited annual reports, considering requirements suggested by the Corporate Knights Index, evidencing aspects attended and not attended. As a practical contribution, this study offers an indication for organizational managers of practices that must be observed, in the field of Green Marketing, to inform the market, be it consumer or possible investors/shareholders, about the real situation of the company, not related to sustainability organizational.
Source: Desafio Online
Institution: Universidade Feevale
Language: Portuguese
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4386429593