Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

As a result, dialectical and, consequently, critical nuances can be inferred, as it is based on the dynamic conception of reality and in the dialectical relationships between theory (in this case, the supposedly affirmed and the discourse) and practice. The dialectical method seeks to locate contradictions and privileges experiences, actions and a contextualized analysis (MARTINS, 1994; 1997; GURVITCH, 1987). Furthermore, critical theory has the totality of social praxis as a central dimension for dialectical criticism, as opposed to the logic of systemic functioning proper to positivism (FREITAG, 1986). It should be noted that the term greenwashing is “used to define the discourse that seeks to promote a positive environmental image that does not correspond to reality”. (SILVA, SCHERER and PIVETTA, 2018, p. 504). It is a concept that must be investigated within a complex context, and, at the same time, establishes and points out possible contradictions among the investigated phenomena. Such a perspective is characterized as dialectical and critical, and as a totalizing and dialectical understanding, it is capable of making contradictions emerge (FARIA, 2007). The authors define the work methodology as exploratory, descriptive, of a qualitative nature, developed through a documentary analysis of secondary data, through the use of a data collection protocol (a script provided the direction for mapping practices). The exploratory, qualitative nature and document analysis are inserted in an unconventional epistemological context, while the descriptive design and a structured data collection script tend to be configured as a conventional epistemological posture. Different sources of evidence based on secondary data obtained through institutional documents and corporate websites were used. Complemented by press information, based on news and pressure entities on the greenwash effects related to the selected companies. There was also a survey of data based on consultations about the personal hygiene, perfumery and cosmetics sector in documents, mainly in reports and panoramas of the Brazilian Association of Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC), data available at the Ministry of Industry, Foreign Trade and Services (MDIC), industry overview developed by the National Development Bank (BNDES), reports and regulations on the sector available by the National Health Surveillance Agency (ANVISA) (SILVA, SCHERER and PIVETTA, 2018). The use of these bibliographical and documentary techniques, with research in texts, records and empirical data, prioritizing the analysis of discourse and/or content configures the study as critical-dialectic, according to Martins (1997). In addition, for the analysis and discussion of the results, a comparative mapping was carried out and Bardin's content analysis technique was used. The study's findings have several implications for society, for management, for consumers and for the development of public policies, among others. However, a more accurate reading of the chapter on the analysis and discussion of the results demonstrates a much more descriptive logic of the data, rather than a deep and reflective one. The critical-dialectical influence is present (relationships between man and nature, between reflection-action and between theory-practice, in methodological procedures), however, nuances of conventional epistemologies are also perceived. V. D iscussion The first point to be highlighted is the primacy of quantitative studies compared to those that used qualitative techniques. From the survey carried out, of the total of forty-two articles published, only five are of a qualitative nature. As for the paradigms that anchor the methodological procedures, the predominance of the conventional basis can be verified; this encourages the development of research of a dialectical, constructivist, interpretive and critical nature, which would open space for a more effective and broader understanding of the most subjective dimensions in understanding consumer behavior and consumption processes. In view of this, Scussel (2017) states that the interpretivist perspective in marketing research represents an incipient, but well- founded, revolution in the understanding of the area's processes, and critical studies signal an expansion of research horizons. Despite the relatively small number of qualitative studies in the field of marketing, another issue that arises is how they are constructed and what methodological rigor is adopted. Thus, the analysis regarding the research strategies used and their coherence with the objectives of the work and the corresponding epistemological basis, showed a certain vulnerability, since, in many cases, such correspondence is not specified, nor evident and/or justified. As for the data collection techniques, these demonstrated that the structure, the form of application and selection of subjects are not sufficiently explained. It should be noted that both the in-depth interview and the document analysis have requirements that configure them as such and are essential for the development of qualitative research. The non-explicitness of these requirements raises doubts about the methodological paths related to the instruments. With regard to the form of data analysis, the method is often indicated in methodological procedures, however, it was observed that in the analysis of results this method is not properly operationalized, demonstrating the prominence of Methodological Nature and Epistemological bases of Qualitative Studies in Marketing 28 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals