Marketing ambiental como estratégia competitiva na percepção dos consumidores do Vale do Jaguaribe

Abstract

The environmental impacts caused in recent years by the unbridled consumption of natural resources have been raising concern in society and reflecting on the increase in consumer demands regarding the adoption of sustainable practices by organizations. With this, it is necessary for companies to know the factors that influence the buying process and guarantee a competitive advantage over competitors in the perception of this new consumer profile, called the green consumer. In this perspective, the study aimed to analyze the behavior of Jaguariban consumers in the purchase of green products. The research is classified as applied, exploratory and descriptive, with a quantitative approach. As for the procedures, bibliographical research and a survey were used. For data collection, an online questionnaire was used, consisting of 38 questions, applied to a total of 220 respondents. The results show that consumers in the Vale do Jaguaribe are grumblers in Lacerda (2014) perception, feeling confused and uninformed about environmental issues. As for environmental concern, environmental awareness and intention to purchase ecologically packaged products, it can be seen that the responses showed a very high correlation, with Cronbach alpha greater than 0.90. Subsequently, consumers were asked about the decisive factors and the means of communication used to purchase green products, with price being the most highlighted item by respondents (29.09%) and family and friends being the most used means of research (40.45%). Finally, environmental marketing strategies were proposed based on the marketing mix, with the help of the 5W1H tool, aiming at the implementation of the strategies by the companies of the Vale do Jaguaribe and the achievement of competitive differentials in front of the competitors.