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Coalescents are compounds with a high potential for generating tropospheric ozone, which causes adverse effects on humans and their surroundings. This study designed a coalescent for decorative paints that reached technical levels equivalent to those obtained by StC, a product on the market, but with better environmental and economic performance. The strategy adopted in creating the green coalescent (GrC) improved film formation and reduced the product’s atmospheric emission rate. Regarding the environmental performance, GrC outperformed StC in terms of water consumption, global warming potential, and human toxicity by 30%, 35%, and 91%, but had a high smog formation potential even with a reduced loss to the air. The redesign of the molecule gave rise to AGrC, which achieved a more homogeneous environmental performance. The results of an economic analysis indicated that the procedures adopted to reduce environmental impacts could also make the coalescent more competitive if the lowest market prices were practiced. On the other hand, if the products are sold at high prices, the paint industry tends to privilege the economic dimension and disregard environmental performance for decision purposes. This research succeeded in reconciling technical functions and aspects related to sustainability to design more competitive products in the Brazilian market.

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