Business Practices and the Greenwash Effect: An Analysis in the Beauty Care Context

Abstract

Purpose: Identify the incidence of greenwashing in the supposedly affirmed actions of sustainable personal care, perfumery and cosmetics care organizations, called beauty care.

Methodology / approach: Exploratory and descriptive research of qualitative character, whose theoretical basis for the work emanated from bibliographical research and documentary analysis. The content analysis supported the gathering of information in reports, business websites, confronting press news and groups of environmental activists.

Findings: Several organizations adopt practices oriented to sustainable innovation, emphasizing the importance of generating a legitimized and institutionalized image for society. Several greenwashing records of the companies analyzed have been identified, but the findings over the years have been reduced and companies seek to make their green claims more reliable and less ambiguous.

Design / methodological contributions: The contribution with the literature was on the subject of sustainable innovation and the greenwash effects of business actions, with the purpose of assisting in the decision-making of consumers.

Originality / value: Presenting information about companies and their directions from the theme sustainable innovation contributing to the individuals who consider the environmental issues and seek eco-friendly products.

Management or social implications: The use of certification based on the eco-labeling system, practiced internationally, can guarantee the quality for personal hygiene products, perfumery and ecological cosmetics.