“GREEN SLOGANS AND GRAY BEHAVIORS”: A NEW EXPRESSION BEYOND GREENWASHING IN THE CONTEXT OF ESG AND SUSTAINABILITY
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Resumo
This article investigates the discrepancy between companies' sustainability communication and their actual practices, introducing the expression “Green Slogans and Gray Behaviors.” Coined by the authors, this expression goes beyond Greenwashing by capturing the complexity of corporate actions that oscillate between idealized statements and real behaviors. The research includes a qualitative theoretical review on Greenwashing, ESG, and sustainability, as well as the analysis of real company cases. The results highlight the need for a genuine commitment to sustainability, emphasizing the importance of transparency and authenticity in business practices. The critical analysis of corporate strategies from this new perspective allows for a more accurate assessment of organizations' commitment to sustainability.
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Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
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