Marketing Verde como diferencial competitivo

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 effects 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 in order to enable companies to stand out in this scenario 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 is to understand the scope of the concept of green marketing and to analyze the influence of the strategies of this method on the purchase decision of consumers in Fortaleza - CE. For this, a bibliographical review was carried out addressing the main defended concepts of green marketing and the development of a survey applied to a sample of consumers. This survey presents affirmations about 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 affirmation. For the analysis of the answers, tables were created with the percentage of answers referring to the different degrees of agreement for each of the elaborated sentences. Finally, a relationship was made between the degree of agreement of a given option with the socioeconomic profile of the people interviewed, considering gender, age group and family income range. It is concluded from the responses that the people interviewed have a well-developed environmental awareness about the importance of sustainable consumption, but that is not always reflected in their buying habits. Ease of access to the product and pricing were considered relevant factors in the purchase decision between a green product and another traditional competitor. In addition, in general, the female audience interviewed was more adept at purchasing green products and more influenced in terms of green marketing strategies compared to the male audience interviewed.