Pro-environmental marketing and sustainable products in compliance with regulation: a study in the south of Brazil

Abstract

The aim of this paper is to verify the influence of marketing actions in order to obtain sustainable products, as well as better compliance with environmental regulation in typical industrial companies. The research presents two stages: (1) an exploratory stage characterized by a theoretical review for the definition of scales to measure constructs, as well as a review about compliance with environmental regulation, pro-environmental marketing and sustainable products; and (2) descriptive stage that involves data collection and analysis in the target study population (manufacturing companies of non-durable, semi-durable and durable consumer goods). The sample consisted of 110 valid cases, which were analysed through descriptive statistics and graphic representations of the distribution of cases in the context of research variables. Two control cases were used to verify the correspondence of their positions in the graphs when compared with the communications strategy about their pro-environment actions. Sample results showed that a more effective pro-environmental marketing exerts more influence on the compliance with environmental regulation than on achieving sustainable products. Both cases of control fall in the quadrant of more sustainability, which corresponds to public disclosures about actions to protect the environment.