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- Title
What green are we talking about? Divergences in the nomenclature of sustainable products.
- Authors
Faro Ferreira, Mariana; Azevedo-Ramos, Cláudia
- Abstract
The abundance of marketing definitions and criteria creates confusion among consumers when trying to comprehend the impact of supposedly sustainable products and make informed purchasing decisions. This study, based on a survey of consumer behavior literature spanning from 2011 to 2021 where 432 articles were selected, delves into the diversity and potential discrepancies in terminology associated with sustainable products, corporate marketing strategies, and their potential influence on consumers. We highlight several recommendations for marketing practitioners and policymakers, including the importance of conducting long-term awareness campaigns, and establishing standards for sustainable products to enhance product differentiation and enable informed consumer choices.
- Subjects
CONSUMER behavior; MARKETING; PRODUCT differentiation; MARKETING strategy; PURCHASING; CONSUMER preferences
- Publication
Comunicação, Mídia e Consumo, 2024, Vol 21, Issue 60, p72
- ISSN
1806-4981
- Publication type
Article
- DOI
10.18568/CMC.V20I59.2892