Do they walk the talk? Consumers’ perceptions of sustainable companies
(A2024-118040)

AUTHORS

Francine Zanin Bagatini, FGV EAESP; Marcelo Perin, FGV EAESP

ABSTRACT

Sustainable companies are recognized for incorporating social and environmental demands into their strategies, practices, and processes. However, sometimes there is a divergence between the sustainability initiatives a company actually implements and those it communicates –a discrepancy known as “greenwashing.” To explore this misalignment, this article investigates the elements that lead consumers to perceive a company as sustainable and the information that corroborates or raises doubts about its real initiatives and intentions. In-depth interviews with 16 Brazilian consumers provided insights into how companies can invest in sustainability marketing decisions that are more aligned with consumer perceptions. The results indicate that companies that demonstrate consistency, coherence, and transparency in their sustainability initiatives and communications are perceived by consumers as more committed to sustainability values, whereas conflicting actions tend to exacerbate skepticism.