VIRTUES AND FALLACIES OF GREEN MARKETING AND SUSTAINABLE CONSUMPTION: THE PERCEPTION OF PUBLIC SERVANTS

Abstract

This article discusses the influence of Green Marketing in responsible consuming behaviors, considering the consumer perception of: the sustainability policy of the companies that offer products and services; the main agent who is responsible by quality/conservation of environment; the scale of influences on the decision-making of purchase and the consuming behaviors most practiced. The research was exploratory and descriptive, using the technique of non-probabilistic sampling, by intentional and trial samples. The electronic questionnaires were administered to 124 public servants (teachers, technical and administrative staff), of both genders, above 18 years old, in three public educational institutions in Teresina, Piauí. It was found that the respondents are exposed and are influenced by green marketing, with behaviors of efficiency/economy, recycling and planning/reflection, the existence of greenwashing, the political of sustainability of organizations is highlighted as an opportunity to share responsibilities and the prominent role of government and client-consumer in the process.