RAINFOREST ALLIANCE: UMA ESTRATÉGIA DE RESPONSABLIDADE SOCIAL OU SIMPLESMENTE GREENWASHING?

Abstract

Marketing is changing direction. As the years go by, and taking into account the current concern with the environment, the companies began to bet in a socially responsible strategy to target conscious consumers. However, not all companies practice green marketing because they believe in it. Some exceed ethic's limits and violate certain principles simply to promote consumption and profit. This takes them to practice greenwashing. In this case study, WASH exposes the inconsistency of the non-lucrative organization Rainforest Alliance's label. The Chiquita banana case, one of the company's stakeholders, was studied with more detail. The objective of the study is to make the concept of greenwashing better known and how it interfered in the economy and the society, as well in the brand's reputation.