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Impacto do marketing social na promoção da sustentabilidade: um estudo de caso do centro social e cultural da freguesia de Ferreirim
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Esta dissertação examina a forma como o marketing social pode promover a sustentabilidade e a responsabilidade social das empresas (RSE) nas organizações da economia social, analisando o Centro Social e Cultural da Freguesia de Ferreirim (CSCF), um prestador multifacetado do terceiro sector em Lamego, Portugal. Respondendo a uma lacuna documentada na literatura - nomeadamente, a escassez de trabalhos empíricos que tracem a articulação prática do marketing social, da sustentabilidade e da RSE em contextos não lucrativos - o estudo prossegue três objetivos: mapear as ligações teóricas e operacionais entre esses domínios; avaliar a sua influência nas percepções dos stakeholders e nos comportamentos auto-relatados; e identificar as barreiras e os facilitadores que condicionam a implementação, gerando assim orientações estratégicas para os profissionais. Uma estratégia convergente de métodos mistos integra um inquérito a 100 partes interessadas, duas entrevistas semiestruturadas a gestores e uma análise documental. A triangulação reforça a validade interna e revela um padrão coerente: a crença na eficácia do marketing social prevê uma aprovação normativa mais forte da sustentabilidade, uma maior aceitação dos princípios da RSE e uma maior vontade de apoiar ou comprar a organizações eticamente ativas (todos p < 0,05). No entanto, 75% dos inquiridos nunca participaram numa iniciativa de sustentabilidade ou de marketing social, e a “falta de conhecimentos” e o “financiamento insuficiente” surgem como os obstáculos mais salientes. As narrativas das entrevistas corroboram estes resultados, retratando o marketing social como uma lógica orientada para a missão e não para o lucro, que é operacionalizada através de pacotes de serviços adaptados localmente, preços baseados na equidade e promoção mediada digitalmente. Os gestores salientam a escassez financeira, a complexidade regulamentar e os défices de formação do pessoal como barreiras agravantes, mas também destacam as parcerias informais, os workshops comunitários e as campanhas digitais participativas como contra estratégias viáveis. O estudo conclui que o marketing social pode ampliar as normas de sustentabilidade e os compromissos de RSE entre as partes interessadas, mas o seu potencial transformador é estrangulado por uma espiral autorreforçada de conhecimentos, recursos e restrições regulamentares.
This dissertation examines how social marketing can promote sustainability and corporate social responsibility (CSR) in social economy organisations, analysing the Centro Social e Cultural da Freguesia de Ferreirim (CSCF), a multifaceted third sector provider in Lamego, Portugal. Responding to a documented gap in the literature—namely, the scarcity of empirical work tracing the practical articulation of social marketing, sustainability, and CSR in non-profit contexts—the study pursues three objectives: to map the theoretical and operational links between these domains; to assess their influence on stakeholders' perceptions and self-reported behaviours; and to identify the barriers and facilitators that condition implementation, thereby generating strategic guidelines for practitioners. A convergent mixed-methods strategy integrates a survey of 100 stakeholders, two semi-structured interviews with managers and a document analysis. Triangulation reinforces internal validity and reveals a consistent pattern: belief in the effectiveness of social marketing predicts stronger normative approval of sustainability, greater acceptance of CSR principles, and a greater willingness to support or purchase from ethically active organisations (all p < 0.05). However, 75% of respondents had never participated in a sustainability or social marketing initiative, with ‘lack of knowledge’ and ‘insufficient funding’ emerging as the most salient obstacles. The interview narratives corroborate these findings, portraying social marketing as a mission-driven rather than profit-driven logic, which is operationalised through locally tailored service packages, equity-based pricing and digitally mediated promotion. Managers highlight financial constraints, regulatory complexity and staff training deficits as aggravating barriers, but also point to informal partnerships, community workshops and participatory digital campaigns as viable counter-strategies. The study concludes that social marketing can broaden sustainability norms and CSR commitments among stakeholders, but its transformative potential is constrained by a self-reinforcing spiral of knowledge, resource and regulatory constraints.
This dissertation examines how social marketing can promote sustainability and corporate social responsibility (CSR) in social economy organisations, analysing the Centro Social e Cultural da Freguesia de Ferreirim (CSCF), a multifaceted third sector provider in Lamego, Portugal. Responding to a documented gap in the literature—namely, the scarcity of empirical work tracing the practical articulation of social marketing, sustainability, and CSR in non-profit contexts—the study pursues three objectives: to map the theoretical and operational links between these domains; to assess their influence on stakeholders' perceptions and self-reported behaviours; and to identify the barriers and facilitators that condition implementation, thereby generating strategic guidelines for practitioners. A convergent mixed-methods strategy integrates a survey of 100 stakeholders, two semi-structured interviews with managers and a document analysis. Triangulation reinforces internal validity and reveals a consistent pattern: belief in the effectiveness of social marketing predicts stronger normative approval of sustainability, greater acceptance of CSR principles, and a greater willingness to support or purchase from ethically active organisations (all p < 0.05). However, 75% of respondents had never participated in a sustainability or social marketing initiative, with ‘lack of knowledge’ and ‘insufficient funding’ emerging as the most salient obstacles. The interview narratives corroborate these findings, portraying social marketing as a mission-driven rather than profit-driven logic, which is operationalised through locally tailored service packages, equity-based pricing and digitally mediated promotion. Managers highlight financial constraints, regulatory complexity and staff training deficits as aggravating barriers, but also point to informal partnerships, community workshops and participatory digital campaigns as viable counter-strategies. The study concludes that social marketing can broaden sustainability norms and CSR commitments among stakeholders, but its transformative potential is constrained by a self-reinforcing spiral of knowledge, resource and regulatory constraints.
Descrição
Palavras-chave
marketing social responsabilidade social das empresas organizações da economia social social marketing corporate social responsibility social economy organisations