Marketing verde: um estudo de caso

Abstract

In recent years society has become increasingly aware of its role in environmental preservation and the relationship between its consumption habits and the negative impacts caused on the environment. This evolution in consumer perception has increased the demand for products that not only meet the minimum quality criteria but also incorporate socio-environmental responsibility throughout their entire life cycle, from production to disposal. Thus, green marketing emerges as a new strategy for differentiating companies in this new scenario that has been created by consumers, where organizations increasingly need to incorporate actions aimed at mitigating or reversing the impacts caused by their activities in society. The objective of this work was to analyze the influence of green marketing strategies on the purchase decision for consumers in the city of Fortaleza-CE, NE Brazil. For this, a questionnaire was developed and applied to a sample of consumers. This questionnaire presents statements regarding sustainable consumption habits and the 4 components of the green marketing mix (product, price, place and promotion). Thus, different degrees of agreement were presented as response options for each statement in the questionnaire. It was observed from the responses that consumers understood the importance of sustainable consumption, but that this was not always reflected in their buying habits. Travel time and pricing were considered relevant factors in the purchase decision between a green product and another traditional competitor.