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.

Most current research in the fi eld of Corporate Social Responsibility (CSR) focuses on large companies. The general objective of this paper is to describe and analyze the knowledge that SMEs, located in District V in Huelva, Spain, have of CSR. The research contextualizes the importance that SMEs have for the social and economic development of the European Union and Spain. It also revises the concepts of CSR, and describes the main empirical research done in this fi eld and presents a variety of tools and incentives for the development of CSR. This was used as a base for a questionnaire which was applied to 82 companies. The results demonstrate that there is a great difference in the understanding of the concept of CSR between SMEs and large companies. Furthermore, the research shows that SMEs play an important part in society and that CSR is often refl ected in the personal values of their owners.

La mayor parte de las investigaciones y estudios existentes en el ámbito de la responsabilidad social empresarial (RSE) se han dirigido a grandes empresas. El objetivo general de esta investigación es describir y analizar el conocimiento y las acciones de RSE en PYMES ubicadas en el Distrito V de Huelva, España. Para eso contextualizamos la importancia de las PYMES para el desarrollo económico y social en la Unión Europea y España, realizamos una revisión conceptual de la RSE, describimos los principales trabajos empíricos sobre el tema en territorio europeo y presentamos un abanico de herramientas e incentivos para el desarrollo de la RSE, que posteriormente utilizamos de base para el desarrollo del cuestionario aplicado en un total de 82 empresas. Nuestros resultados posibilitaron entre otras cosas comprobar que existe una gran diferencia entre el argumento de la RSE en las PYMES y en las grandes empresas. También hemos podido comprobar que las PYMES tienen un importante papel social, y que la responsabilidad social de esta refleja, a menudo, los valores personales de quien ostenta su propiedad.