The importance of green marketing in achieving a new consumer profile in consumer relations
DOI:
https://doi.org/10.33448/rsd-v9i10.9305Keywords:
Environment; Green marketing; Sustainability.Abstract
The company model that is now established in the market is shaped by a more humanized management, which has changed the consumer's view of the options offered, both in the provision of services and in the supply of products and goods. Since the Eco-92 event, Brazil has turned to environmental issues in a more participatory way, so that the environmental disasters that have occurred in the country - such as the tragedies of Brumadinho and Mariana, in the State of Minas Gerais - have caused great commotion in the country. population and special attention from the Public Power. As a result, the issues of preserving the ecosystem and any bias related to this cause have been gaining a lot of visibility, generating the commitment of large companies to invest in Green Marketing, in the adaptation of products so as not to generate waste and innovation in service provision more sustainable, with the aim of adding social value to the brand and including itself in this market, which tends to grow more and more. The objective of this work is to determine the importance and challenges of implementing Green Marketing in the corporate environment, analyzing the impact caused on consumers. This exploratory and descriptive research aimed at identifying these impacts among consumers and organizations, concluding with the change in approach and sales strategy, especially in relation to the public and its renewed profile, avoiding the techniques used by the company for its social responsibility. maintenance in the new market.
References
Alves, O. F. & Pessoa, E. C. A. (2019). A influência das práticas ambientais no desenvolvimento sustentável das organizações. Revista de Empreendedorismo e Inovação Sustentáveis - REVISE. 4, (3).
Administradores. (2006). Recuperado de: https://administradores.com.br/noticias/natura-e-citada-como-pioneira-em-marketing-verde-em-relatorio-da-onu.
Brundtland, G. H. (1991). Nosso Futuro Comum. Rio de Janeiro: Fundação Getúlio Vargas – FGV.
Ferrel, O. C., & Pride, W. M. (2001). Marketing: conceitos e estratégias. Rio de Janeiro: LTC.
FNQ. (2017). Desenvolvimento Sustentável e o modelo de excelência da gestão. Recuperado de: http://mscompetitivo.org.br/uploads/mscompetitivo/files/1498826456desenvolvimento_sustentavel_e_o_modelo_de_excelencia_da_gestao.pdf.
Ghisleni, G. H. et al. (2019). Estratégias de Marketing Verde em redes hoteleiras. Revista Gestão & Sustentabilidade Ambiental. Florianópolis, 8, (1), 445-471. DOI: 10.19177/rgsa.v8e12019445-471.
Gonzaga, C. A. M. (2005). Marketing verde de produtos florestais: teoria e prática. Revista Floresta, Curitiba, Paraná, 3(2).
Kotler, P. (1992). Administração de marketing: análise, planejamento, implementação e controle. São Paulo: Atlas.
Marlon, D. et al. (2009). Marketing Verde: responsabilidade social e ambiental integradas na envolvente de marketing. Recuperado de: https://www.researchgate.net/publication/41763170_marketing_verde_responsabilidade_social_e_ambiental_integradas_na_envolvente_de_marketing.
Ottman, J. A. (1994). Marketing Verde: desafios e oportunidades para a nova era do marketing. São Paulo: Makron Books.
Polonsky, M. J. (1994). Green Marketing Regulation in the US and Australia: the australian checklist. Green Management International.
Solomon, M. (2006). O comportamento do consumidor: comprando, possuindo e sendo. São Paulo: Atlas.
Veja. (2020). Faz sentido a Apple vender o IPhone sem o carregador? Recuperado em: https://veja.abril.com.br/economia/faz-sentido-a-apple-vender-o-iphone-sem-o-carregador/
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Walkyria Carvalho; José Luiz Alves; Luiz Fernando Lourenço da Silva; Maria Eduarda Pereira Siqueira da Silva; Sabrina Fagundes dos Santos; Savanah Ferreira de Albuquerque; Vinicius Rodrigues de Souza Pereira
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.