ISMT Study Reveals Portuguese Consumers' Rejection of Greenwashing

2025-08-07

A national study coordinated by the Instituto Superior Miguel Torga concluded that the majority of Portuguese consumers abandon brands that falsely advertise environmental practices.

A national study coordinated by the Miguel Torga Higher Institute (ISMT) concluded that most Portuguese consumers abandon brands that promote false environmental practices. The research revealed that, when faced with signs of greenwashing—that is, the promotion of an ecological image that does not reflect reality—consumers react critically, opting for more ethical and transparent alternatives.

The study was led by Célia Santos, professor and Scientific Coordinator of the Bachelor's Degree in Human Resources Management at ISMT, in co-authorship with Arnaldo Coelho (University of Coimbra) and Alzira Marques (Polytechnic Institute of Leiria).

Among the brands most cited by participants were Volkswagen (mentioned by approximately 40% of respondents), EDP, and Galp, associated with practices perceived as inconsistent with sustainability principles.

According to researcher Célia Santos, this rejection is conscious and sustained. "When consumers realize they've been manipulated by baseless environmentalist rhetoric, they firmly distance themselves from brands. This is a rational and persistent rupture," she says.

The research identified two main factors that explain this consumer response: on the one hand, "green confusion"—the difficulty in distinguishing between authentic sustainable practices and environmental marketing strategies—and, on the other, the emergence of intense negative emotions, such as indignation, frustration, and distrust, which can evolve into lasting rejection.

Faced with this scenario, consumers seek to regain control over their purchasing decisions, favoring brands they consider more honest and aligned with their values, even if it means changing habits or incurring additional costs.

This study is part of ISMT's research line dedicated to consumer behavior, organizational ethics, and social responsibility, reinforcing the institution's commitment to critical, current, and socially relevant education.

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