Greenwashing: o paradoxo ambiental e suas implicações socioeconômicas

Abstract

This study aims to discuss Greenwashing, a practice that is characterized by a paradox, since it incites environmental preservation, but does not carry it out or prove it. The general objective is to demonstrate how the capitalist economy has managed to transform the term <Sustainability= into a commodity through Greenwashing and to discuss the impacts generated and perpetuated through this practice, taking into account ways to combat it. The specific objectives include showing that the practice is being used as marketing, establishing a timeline demonstrating the evolution of environmental exploitation and how it contributes to the existence of Greenwashing, along with the importance of the ESG model (Environmental, Social and Governance), the Sustainable Development Goals and the Circular Economy in this context, which is encompassed by a holistic analysis based on the existent interdependence between economy, society and nature. An exploratory and descriptive study with a qualitative approach was carried out through a narrative bibliographic review, with data taken from periodicals, literary works and other sources that contribute to the historical context and the interdisciplinary dialog developed. The conclusion is that environmental impacts have increased over time and the capitalist economy has had to transform the term <sustainability= into something to be sold in order to adapt to the new type of market that has emerged. The SDGs, ESG and Circular Economy are a way of circumventing and mitigating the impacts of Greenwashing, bringing general benefits and helping to guarantee better living conditions for future generations.