Pinkwashing e o comportamento do consumidor: da causa pró-LGBTQIA+ ao falso discurso mercadológico
Arquivos
Data
2022-02-03
Autores
Ribeiro, Gledeson Frankly da Silva 
Orientadores
Andreoli, Tais Pasquotto
Tipo
Trabalho de conclusão de curso
Título da Revista
ISSN da Revista
Título de Volume
Resumo
Com o passar dos anos, houve o aumento do poder de compra LGBTQIA+ e, consequentemente, maior representatividade deste grupo no mercado de produtos e serviços. Atrelado a isso, surgem diversos discursos mercadológicos de viés positivo e favorável à comunidade. Outrossim, também existe uma tentativa em mostrar uma falsa imagem ao consumidor por meio de tais discursos apenas para atender a demanda de responsabilidade social dos consumidores, originando termos como o pinkwashing e tornando cada vez mais recorrentes práticas enganosas. O trabalho teve como objetivo analisar o comportamento do consumidor frente à prática de pinkwashing na comunicação mercadológica, mensurado em termos de reação emocional ao anúncio, avaliação da marca, julgamento da prática de propagandas pró-LGBTQIA+ e a detecção da prática de pinkwashing. No referencial teórico, discorreu-se sobre os falsos discursos mercadológicos, aprofundando-se na discussão acerca do pinkwashing, destacando a influência dessa prática no comportamento do consumidor. Como procedimento metodológico, adotou-se uma abordagem hipotético-dedutiva, realizada por meio de dois experimentos online comparando peças publicitárias com prática de pinkwashing - casal ou família homoafetivo versus heteroafetivo. Em ambos, a amostra foi não probabilística, composta por estudantes universitários, com distribuição aleatória entre os grupos, sendo a primeira (n=81) por conveniência e a segunda (n=74) por critério de orientação sexual não heterossexual. O teste de poder da amostra foi rodado, por meio do programa G-power, validando o poder de ambas as amostras para detectar com confiança o efeito analisado. Como principal resultado, foi possível validar a grande hipótese do estudo, a capacidade de influência da prática de pinkwashing no comportamento do consumidor devido à falta de distinção e identificação. Tal resultado evidencia uma necessidade de maior responsabilidade das organizações em relação aos seus discursos e suas práticas de negócios, assim como mostra que os consumidores devem se informar constantemente e possuir maior conscientização do papel de responsabilidade como público consumidor.
Over the years, there has been an increase in LGBTQIA+ purchasing power and, consequently, greater representation of this group in the market for products and services. Linked to this, there are several marketing discourses with a positive bias towards the community. There is also an attempt to show a false image to the consumer through such speeches just to meet the demand for social responsibility of consumers, giving rise to terms such as pinkwashing and making misleading practices increasingly recurrent. The objective of this study was to analyze consumer behavior towards the practice of pinkwashing in marketing communication, measured in terms of emotional reaction to the advertisement, brand evaluation, judgment of the practice of pro-LGBTQIA+ advertisements and the detection of the practice of pinkwashing. In the theoretical framework, false marketing discourses were discussed, deepening the discussion about pinkwashing, highlighting the influence of this practice on consumer behavior. As a methodological procedure, a hypothetical-deductive approach was adopted, carried out through two online experiments comparing advertisements with the practice of pinkwashing - homoaffective couple or family versus heteroaffective. In both, the sample was non-probabilistic, composed of university students, with random distribution between the groups, the first (n=81) for convenience and the second (n=74) for non-heterosexual sexual orientation criteria. The sample power test was run using the G-power program, validating the power of both samples to reliably detect the analyzed effect. As a main result, it was possible to validate the main hypothesis of the study, the ability to influence the practice of pinkwashing on consumer behavior due to the lack of distinction and identification. This result shows a need for greater responsibility by organizations in relation to their speeches and their business practices, as well as showing that consumers must constantly inform themselves and have greater awareness of their responsibility as a consumer public.
Over the years, there has been an increase in LGBTQIA+ purchasing power and, consequently, greater representation of this group in the market for products and services. Linked to this, there are several marketing discourses with a positive bias towards the community. There is also an attempt to show a false image to the consumer through such speeches just to meet the demand for social responsibility of consumers, giving rise to terms such as pinkwashing and making misleading practices increasingly recurrent. The objective of this study was to analyze consumer behavior towards the practice of pinkwashing in marketing communication, measured in terms of emotional reaction to the advertisement, brand evaluation, judgment of the practice of pro-LGBTQIA+ advertisements and the detection of the practice of pinkwashing. In the theoretical framework, false marketing discourses were discussed, deepening the discussion about pinkwashing, highlighting the influence of this practice on consumer behavior. As a methodological procedure, a hypothetical-deductive approach was adopted, carried out through two online experiments comparing advertisements with the practice of pinkwashing - homoaffective couple or family versus heteroaffective. In both, the sample was non-probabilistic, composed of university students, with random distribution between the groups, the first (n=81) for convenience and the second (n=74) for non-heterosexual sexual orientation criteria. The sample power test was run using the G-power program, validating the power of both samples to reliably detect the analyzed effect. As a main result, it was possible to validate the main hypothesis of the study, the ability to influence the practice of pinkwashing on consumer behavior due to the lack of distinction and identification. This result shows a need for greater responsibility by organizations in relation to their speeches and their business practices, as well as showing that consumers must constantly inform themselves and have greater awareness of their responsibility as a consumer public.
Descrição
Citação
RIBEIRO, Gledeson Frankly da Silva. Pinkwashing e o comportamento do consumidor: da causa pró-LGBTQIA+ ao falso discurso mercadológico. 2022. Trabalho de Conclusão de Curso (Bacharelado em Administração ) - Universidade Federal de São Paulo, Escola Paulista de Política, Economia e Negócios, Osasco, 2022. .