Abstract Purpose The purpose of this paper is to analyze the perception of the influence of greenwashing and of attitudes and beliefs in the decisions of purchase of green products in the retail. Design/methodology/approach A quantitative research was carried out by means of a survey with a sample of 880 consumers living in São Paulo city, Brazil, who buy in supermarkets weekly or biweekly. Findings It was possible to evaluate a model that analyzed the aspects that greenwashing carries and the aspects that the attitudes and beliefs of the consumer present. As a result, it is inferred that when greenwashing is identified in the product, it loses the aspects of loyalty, satisfaction and benefits, as well as becoming a product that causes confusion of consumption. Further, consumer attitudes and beliefs show that they are guided by the aspects of perceived loyalty, satisfaction and benefits and that the perceived risk aspect is practically ignored. Originality/value The originality of this study is in evaluating consumer perception focusing on several aspects of purchase intention simultaneously, considering perception and behavior of consumer before greenwashing and green consumption and using all aspects together (satisfaction, loyalty, subjective and control forces, risk and benefits perception). Besides complementing with other determinants like consumer attitudes and beliefs, confusion of green consumption, behavior controlled in relation to green consumption and greenwashing. Thus, it contributes with an interdisciplinary study whose scale and methodology can be used by analogous studies.

Abstract The history of Operational Research is part of the history of great technological and scientific developments of the twentieth century and make a historical reconstruction of its emergence and evolution, objective of this paper, as one way to further understand the development of applied mathematics, the mobilization of science during the Second World War, and the social and political contexts from which it was originated. Another aspect of this history is its influence on the development of other sciences and applications, which split the post-war period and contributed to the increased rationalization of modern society. The purpose of this research is not detailing its technique, but understanding its origins and development, which success is attributed to the interdisciplinary practice. The results of the research made it possible to discuss topics such as interdisciplinarity; interactions between practical problem solving and research; appreciation of mathematization and globalization of procedures and methods; mathematical modeling and, finally, how scientific knowledge can be shaped by political and social interests.

Resumen La historia de la Investigación Operacional se inserta en la historia de los grandes acontecimientos tecnológicos y científicos del siglo XX, y hacer una reconstrucción histórica de su surgimiento y evolución, objetivo de este artículo, es una manera de entender, además del desarrollo de la matemática aplicada, la movilización de la ciencia durante la Segunda Guerra Mundial y los contextos social y político que la originaron. Otra vertiente de esa historia es su influencia en el surgimiento de otras ciencias y aplicaciones, cuyos desdoblamientos durante la posguerra contribuyeron al aumento de la racionalización de la sociedad moderna. El objetivo de la investigación no es detallar sus técnicas, sino entender sus orígenes y desarrollo, cuyo éxito es atribuido a la práctica interdisciplinar. Los resultados de la investigación posibilitan la discusión de temas tales como la interdisciplinariedad; interacciones entre resolución de problemas prácticos e investigación; valorización de la matematización y globalización de procedimientos y métodos; modelado matemático y, por fin, cómo el conocimiento científico puede ser moldeado por los intereses políticos y sociales.