Abstract

COSTA, Camila da; SCHREIBER, Dusan; FIGUEIRO, Paola Schmitt  and  VIANA, Luciane Pereira. Distinguishing Green Marketing from Greenwashing: Insights From Data Analysis of Banco do Brasil S.A. and Natura & Co. Comunicação e Sociedade [online]. 2024, vol.45, e024002.  Epub June 30, 2024. ISSN 1645-2089.  https://doi.org/10.17231/comsoc.45(2024).5154.

This study aims to identify the differences between green marketing initiatives and greenwashing, as well as their implications for companies’ social and environmental development practices. It relies on data from Banco do Brasil S.A. and Natura & Co. A qualitative, descriptive and multiple case study was employed, involving an analysis of documents such as annual reports and other publicly available information on the companies’ websites. The documentary analysis was guided by the checklist developed from the theoretical review. The research findings indicate that both organisations analysed adhere to ethical principles when communicating their sustainability efforts in environmental and social dimensions, thus aligning with the green marketing model advocated in scientific literature and distancing them from the representation of greenwashing. Banco do Brasil and Natura & Co., as evidenced in reports available on their websites, demonstrate genuine actions and support projects in both social and environmental domains. Communication with the market and stakeholders includes verifiable details, sources, and documents, establishing credibility and affirming that the reported actions were indeed implemented. Consequently, it is possible to infer that the practices observed align with green marketing rather than greenwashing.

Keywords : green marketing; greenwashing; social and environmental development; Banco do Brasil; Natura.

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