Percepção do greenwashing sobre bem-estar animal: efeito no processo de decisão de compra dos consumidores

Abstract

The growing interest in animal welfare among consumers has driven changes in animal production, particularly for laying hens, reflecting a demand for more ethical systems. Global companies are adopting more humane practices to remain competitive. A lack of precise regulation in Brazil contributes to confusion about production practices, allowing greenwashing. Although consumers express concern for animal welfare, barriers like lack of information and product availability still affect purchasing decisions. This research investigates the impact of greenwashing perception on animal welfare in chicken egg purchasing decisions, considering the complexities of the food chain and consumer influence. Analysis revealed that consumers value transparency and ethics in animal welfare communication, emphasizing the importance of accurate labeling. Using online questionnaires, the research collected 230 valid responses from Brazilian consumers, showing high awareness of animal welfare but a lack of knowledge about egg production systems. Results indicate consumers' willingness to purchase products with higher animal welfare claims but face challenges distinguishing between brands due to unclear information. Analysis of the measurement and structural models confirmed several hypotheses, demonstrating the robustness of the proposed model.