Abstract
The ethical and aware of a company or individual, arouses the most significant concern with respect to their social and environmental responsibilities, thus contributing to environmental sustainability. This factor is an important ally in the market, green marketing emerges as a support mechanism consistent with environmental practices within organizations. A significant portion of companies around the world have been quick to accept concepts such as environmental management systems and minimize environmental impacts that integrate environmental issues into all organizational activities. One area of management where environmental issues have received a great deal of discussion before the population is marketing. As many markets are more transparent to consumers environmentally conscious, the quest for sustainability is no longer a choice for organizations and becomes a condition of survival, affecting all processes within the company, including marketing. However, most people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. However, Green or Environmental Marketing consists of a more conceptual view of marketing activities, seeking to meet human needs so that these needs arise causing minimal impact to the environment. This article aims to present the terms and concepts of green marketing, discuss the importance of green culture in organizations and examine some of the reasons organizations are adopting green marketing as a philosophy, besides mentioning some of the most common problems related the use of green marketing.
Highlights
Embora as questões ambientais influenciem todas as atividades humanas, somente algumas disciplinas integram ao seu escopo as questões ambientais em sua literatura
Termos como produtos livres de fosfatos, recicláveis, reutilizáveis, “amigos da camada de ozônio” e “amigos do meio ambiente” são associados pelos consumidores ao conceito de marketing verde
O ambiente dos negócios e empresas concorrentes pressionam as organizações para a utilização de atividades de marketing verde (NAAG, 1990), e 5. fatores de custo associados com a eliminação de resíduos, ou reduções de materiais forçam as empresas a modificarem seu comportamento (AZZONE &MANZINI,1994)
Summary
Embora as questões ambientais influenciem todas as atividades humanas, somente algumas disciplinas integram ao seu escopo as questões ambientais em sua literatura. Uma parcela significativa de empresas em todo o mundo têm sido rápidas em aceitar conceitos como sistemas de gestão ambiental e minimização de lançamento de resíduos e impactos ambientais que integram as questões ambientais em todas as atividades organizacionais. Um dos maiores problemas com a área de marketing verde é a escassez de pesquisas acadêmicas para examinar e delimitar as características do marketing ambiental. Este artigo tem como objetivo apresentar os termos e conceitos de marketing verde, discutir brevemente a importância da cultura verde nas organizações e examinar algumas das razões pelas quais as organizações estão adotando um marketing verde como filosofia, além de mencionar alguns dos problemas relacionados com o marketing verde
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