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Abstract(s)
As normas formais, ou leis, têm constituído nas últimas décadas um importante instrumento para a promoção da sustentabilidade nas nossas sociedades. Mas é apenas através do debate social que as novas ideias ambientais formalizadas nas leis passam gradualmente a adquirir sentido e valor social informal, no que pode ser um longo processo de mudança social. Para contribuir para a compreensão deste processo, este trabalho avaliou até que ponto o ambientalismo é socialmente valorizado em dois países que estão em diferentes momentos da mudança ambiental: Portugal e Brasil. A preocupação das empresas com o meio ambiente e com todas as questões sociais envolvidas no seu processo tem-se tornado uma constante nos últimos tempos. Devido a isso, estão a surgir novas formas de administrar os recursos disponíveis. Nesse contexto, enquadra-se o marketing verde que deve estar pautado em práticas ambientalmente corretas, com o intuito de gerar produtos e serviços mais sustentáveis, fortalecendo a imagem das empresas e diferenciando as suas marcas no mercado. O intuito neste trabalho foi verificar se as grandes indústrias do cimento em Portugal e no Brasil e num projeto na área da cortiça em Portugal utilizam práticas de marketing verde e mantêm projetos de gestão socio ambiental e responsabilidade social.
The formal rules or laws have been in the recent decades an important tool to promote sustainability in our societies. But it is only through the social debate that the new environmental ideas the formalize into laws gradually begin to acquire meaning and informal social value, which can be a long process of social change. To contribute to the understanding of this process, this study evaluated the extent to which environmentalism is socially valued in two countries that are at different times of environmental change: Portugal and Brazil. The business concern with the environment and with all the social issues involved in the process has become a constant in recent times. Because of this, new ways are emerging to manage the available resources. In this context, part of green marketing should be guided by environmentally sound practices, in order to generate more sustainable products and services, strengthening the image of companies and differentiating their brands in the market. The purpose of this study was to determine if large cement industries in Portugal and Brazil, and in a cork project in Portugal can use green marketing practices and maintain projects of socio environmental management and social responsibility.
The formal rules or laws have been in the recent decades an important tool to promote sustainability in our societies. But it is only through the social debate that the new environmental ideas the formalize into laws gradually begin to acquire meaning and informal social value, which can be a long process of social change. To contribute to the understanding of this process, this study evaluated the extent to which environmentalism is socially valued in two countries that are at different times of environmental change: Portugal and Brazil. The business concern with the environment and with all the social issues involved in the process has become a constant in recent times. Because of this, new ways are emerging to manage the available resources. In this context, part of green marketing should be guided by environmentally sound practices, in order to generate more sustainable products and services, strengthening the image of companies and differentiating their brands in the market. The purpose of this study was to determine if large cement industries in Portugal and Brazil, and in a cork project in Portugal can use green marketing practices and maintain projects of socio environmental management and social responsibility.
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Keywords
Marketing Verde Responsabilidade Social e Ambiental Green Marketing Social and Environmental Responsability
Citation
Publisher
Instituto Politécnico de Viseu, Escola Superior de Educação de Viseu