Environmental Marketing Strategies Research Articles

When do customers become your trusted allies: Unveiling pathways for enhanced citizenship in family-owned hotels

PurposeDrawing upon social exchange theory, this research investigates the interplay of corporate philanthropy, environmental marketing strategy, relationship quality, greenwashing, and customer citizenship behavior in the family-owned hotels of an emerging market.Design/methodology/approachA field survey questionnaire was used to gather the data from 394 hotel customers by randomly selecting three premium family-owned hotels in Lahore: Faletti’s, Avari, and Holiday Inn. The data was analyzed using the structural regression modeling (SRM) technique with the assistance of AMOS version 24.FindingsThe results show that corporate philanthropy and environmental marketing strategy positively influence relationship quality, and relationship quality positively influences customer citizenship behavior. Relationship quality partially mediates the association between corporate philanthropy and customer citizenship behavior, but we found that greenwashing does not have a moderating role.Research limitations/implicationsThis research has theoretical implications for marketing scholars and practical implications of family-owned hotels in emerging markets.Originality/valueThe study has contributed contextually by collecting a unique dataset from family-owned hotels in an emerging market. Theoretically, we have conceptualized a model through the Social Exchange Theory by recommending relationship quality as a mediator and greenwashing as a moderator.

Rough-Set-Based Rule Induction with the Elimination of Outdated Big Data: Case of Renewable Energy Equipment Promotion

As developing economies become more industrialized, the energy problem has become a major challenge in the twenty-first century. Countries around the world have been developing renewable energy to meet the Sustainable Development Goals (SDGs) of the United Nations (UN) and the 26th UN Climate Change Conference of the Parties (COP26). Leaders of enterprises have been made aware of the need to protect the environment and have been practicing environmental marketing strategies and green information systems (GISs) as part of ESG practices. With the rapid growth of the available data from renewable electricity suppliers, the analyses of multi-attribute characteristics across different fields of studies use data mining to obtain viable rule induction and achieve adaptive management. Rough set theory is an appropriate method for multi-attribute classification and rule induction. Nevertheless, past studies for Big Data analytics have tended to focus on incremental algorithms for dynamic databases. This study entails rough set theory from the perspective of the decrement decay alternative rule-extraction algorithm (DAREA) to explore rule induction and present case evidence with managerial implications for the emerging renewable energy industry. This study innovates rough set research to handle data deletion in a Big Data system and promotes renewable energy with valued managerial implications.

Green and Environmental Marketing Strategies and Ethical Consumption: Evidence from the Tourism Sector

Sustainable business in the hospitality sector should be designed and restructured to offer services meant to satisfy the customers aware of the ethical behavior toward environment. Green environmental marketing strategies (GES) are based on the desire of the customers to access hospitality services with zero or a less negative impact with the adaptation of greening activities. Therefore, this research aims to explore the direct effects of green environmental strategies on ethical consumption and the indirect influence of green marketing and its mediating effect between green environmental strategies and ethical consumption links. Additionally, this research also reveals that psychological aspects play the moderating role in the relationship between GES and ethical consumption. The data were collected from a sample of 545 respondents with the support of Saudi tourism companies, and a structural equation model was used to process them. The findings confirm the positive relationship between green environmental strategy and ethical consumption. The outcomes also corroborate that green marketing is interplaying between green environmental strategy and ethical consumption. In addition, this study validates that psychological aspects strengthen the link between GES and ethical consumption. This study adds to the knowledge in the literature through emphasizing the crucial role of psychological factors in improving green environmental strategies and developing ethical consumption habits among members to increase ethical consumption among tourism companies. The findings support companies from the hospitality sector implementing green sustainable services, to stimulate ethical consumption and to use their competitive advantage in green marketing strategies.

Formation of environmental marketing strategies for the development of enterprises on the market of goods and services

The formation of ecological marketing strategies for the development of enterprises in the market of goods and services is an urgent task considering growing social and environmental burdens. A modern enterprise must consider not only the positive financial result of its activities but also its responsibility to nature and society. Therefore, the study is devoted to the analysis, justification, and implementation of ecological marketing strategies as a tool for ensuring the sustainable development of enterprises in the modern market. The context of environmental challenges and opportunities in business has been studied. Consumer expectations regarding environmental responsibility and sustainability of enterprises are growing, which requires companies to pay attention to the implementation of environmental aspects in their strategy. The fundamental principles of the formation of ecological marketing strategies have been identified. These include the implementation of sustainable resource efficiency, reducing the impact on the environment, as well as actively informing consumers about the sustainable nature of products and services. The methods and tools that help enterprises implement their environmental strategies are defined. Among them are environmental audits, product certification, development of new ecological products, use of green technologies, etc. The advantages and challenges of the formation of ecological marketing strategies are analyzed on the example of enterprises that have already successfully implemented such approaches. It was found that environmental strategies contribute to increasing consumer loyalty, increasing competitiveness, and creating the image of a socially responsible brand. However, there are challenges on the road to success, such as the high costs of green technology and staff training, which require management solutions. It is essential to ensure the adaptation of the strategy to a specific industry and consumer audience, to interact with environmental organizations and state institutions actively, as well as to regularly monitor and evaluate the results of the implementation of environmental strategies. In general, the formation of ecological marketing strategies for the development of enterprises in the market of goods and services plays a crucial role in ensuring sustainable development and preservation of the environment. The study reveals a comprehensive approach to this problem and provides recommendations for effectively implementing environmental marketing strategies in practice. Keywords: ecological strategy, ecological marketing, the market of ecological goods and services, sustainable development

ВПЛИВ ДІДЖИТАЛІЗАЦІЇ НА ПОБУДОВУ МАРКЕТИНГОВИХ СТРАТЕГІЙ НА РИНКУ B2В

The article analyzes the impact of information, globalization and digitalization transformations on the formation of marketing and market strategies promotion of the product/service on the B2B market in the conditions of military time. Today, digitalization has penetrated practically all spheres of life and activity. Therefore, special attention should be paid to the instruments, means, formats of digital communications in the commercial space, that is, on the B2B market. It has been established that on the market B2В there is a difficulty in building marketing strategies, due to the specifics of doing business of the parties of the commercial space in the format B2B. Since the company that sells the services, goods of other kinds of business, should be oriented not only on their demand, but it is necessary to take into account the specific attributes of the business entities to which it offers its goods when developing marketing strategies. It is necessary to pay attention to the human factor, when developing marketing strategies for В2В, because in commercial communications involved personnel of the enterprise, which buys a product or service not for itself, but for an enterprise that has certain values, organizational culture, which must also be taken into account. The peculiarity of the B2B market is also the high cost, high technology of goods, and their realization is often long-term, what also has an impact on the construction of the marketing strategy in the conditions of total digitalization. During the research the positive influence of the digitalization on the image positions of enterprises was revealed, promoting competitive advantage, increasing demand and improving business position in the market, growth of marketing attractiveness of commercial space subjects, ensuring stability of enterprise functioning, opportunities for rapid adaptation to unpredicted changes in the market, increase of enterprise profitability, attraction of new clients, stimulation of strengthening sales channels, possibilities of scaling. At the same time, the researchers point to a number of business problems on the B2B market in the conditions of digitalization and military condition, among them: high level of uncertainty caused by rising prices, lack of fuel, difficulties with transport connections; it is impossible to use enterprises engaged in foreign economic activity, already traditional for them ways of export of their own products. Most scientists present a general vision of the impact of digitalization on marketing activity in general, partly taking into account the specifics of the B2B market, but do not specify peculiarities of building marketing strategy in the retail environment by enterprises implementing high technologies, expensive equipment, provide strategically important types of human activity, such as machine-building industry. Moreover, scientific research leaves out the field of view problems and prospects of technically complex and interconnected production, with which they encountered during the period of total digitalization, do not reflect the ways of solving the challenges of the digital epoch in specific fields of activity. Therefore, such trends define the need to specify the impact of digitalization on B2B market providers.

Environmental marketing: harnessing consumer influence to save the environment in sustainable development

This article explores the potential of environmental marketing as a means to promote sustainable consumption and contribute to the preservation of the environment. By analyzing the relevance of this approach, examining the existing literature, and presenting a new study, we aim to provide valuable insights into the effectiveness of environmental marketing strategies. We will discuss the implications of our results and suggest possible avenues for further research, ultimately offering a comprehensive understanding of how environmental marketing can contribute to a more sustainable future for both businesses and consumers.

Marketing strategies of business systems in global environment

Introduction. The operation and development of business systems in international markets under pressure from competitors requires the application of strategic approaches to marketing management. The lack of a sound marketing strategy in the global environment leads to the loss of competitive positions, financial problems, unprofitable activities, etc. in domestic and foreign markets. Given the fact that in 2021 export and import operations were carried out with 166 partner countries (according to Ukrstat), the validity of the choice of marketing strategy in foreign markets is a very important issue and needs research. The purpose of the article is the process of formation and implementation of marketing strategies of the business systems in a global environment.Methods. In the process of research for the validity of the provisions presented in the article, a set of general scientific and special methods was used, in particular: historical and logical - in the process of studying the theoretical foundations of marketing strategy; analysis and synthesis - to determine the dependence of marketing strategy on the type of market and export products, to determine the relationship between marketing strategy and the degree of coverage of the international market in the global environment; matrix analysis to build a matrix of marketing strategies to enter international markets; process approach - in determining the stages of development and implementation of marketing strategy of business systems in the global environment and the formation of the algorithm of marketing activities in the formation and implementation of marketing strategy of business systems: graphical method - to visualize the results of analytical research; abstract-logical- for theoretical generalization and formulation of conclusions.Results. The article specifies the essence of the concept of «marketing strategy of business systems», considers the dependence of marketing strategy on the type of market and export products. The characteristic of marketing strategies of entering international markets is presented. The relationship between marketing strategy and the degree of coverage of the international market in the global environment is identified. The advantages and disadvantages of marketing strategies to enter international markets are described. The process of development and implementation of marketing strategy of business systems in the global environment is formed. The algorithm of marketing measures in the process of formation and implementation of marketing strategy of business systems is presented.Perspectives. The conducted research creates a basis for further improvement of the methodology of evaluation of strategic marketing alternatives in the implementation of international activities by enterprises.

The Mediating Role of Eco-Friendly Artwork for Urban Hotels to Attract Environmental Educated Consumers

The adoption and implementation of environmental marketing strategies is the hotel industry’s new approach to maintaining a competitive advantage and attracting more green consumers. Indeed, hotels with more sustainable practices and eco-friendly artwork generate more trust and make green consumers more loyal and satisfied. However, there is little prior research which has suggested the mediating role of green artwork between customers’ levels of green perception and their hotel satisfaction. For this reason, the current authors obtained a total of 659 responses from South Korean consumers and conducted the structural equation analysis (SEM) to identify the indirect effect explaining how green arts boosts green hotel consumers’ satisfaction. Our statistical findings offer vital insights regarding the relationship between customers’ green perceptions and their hotel satisfaction, with eco-friendly artwork in the hotel interior design as the mediating variable. Finally, the current study provides a detailed understanding of art infusion to urban hotels by highlighting the impact of art and its spillover effects on consumer satisfaction.

Application of mining algorithm in personalized Internet marketing strategy in massive data environment

Abstract Internet marketing requires a personalized marketing strategy. In this study, the application of data mining in personalized Internet marketing was studied. Based on the mining algorithm, a personalized marketing method was designed. Through the calculation of frequent closed item sets and support counts of positive and negative samples, the interval with a high success rate for marketing was obtained. With performance analysis, it was found that the success rate of the marketing method proposed in this study improved 8% compared with the traditional marketing method and had a better performance under the smaller interval number and smaller minimum success number. After applying the designed method in telecommunication enterprise A, it was found that after adopting the marketing method of this study, the marketing success rate of enterprise A increased from 2.72 to 6.31%, which indicated the effectiveness of the method. The research results of this study verify the role of data mining algorithms in Internet marketing, which is conducive to the further application of mining algorithms in personalized marketing and innovation of business modes.

Antecedents of environmental strategies: a study of the manufacturing industry in Pakistan

PurposeThe paper aims to explore how market pressures, upper echelons theory and slack resources interact to affect pro-environmental strategies in an emerging market. Specifically, the authors assess external market factors (consumer concerns, regulatory forces and competitors' concerns) in terms of how they are negotiated through internal resources and company capabilities (top management commitment and discretionary slack) to produce or not produce pro-environmental strategies (environmental corporate strategy and environmental marketing strategy).Design/methodology/approachA total of 1,000 questionnaires were distributed in the Pakistani manufacturing sector – where energy use and natural resources consumption is intensive. The final 181 useable responses were analyzed using covariance-based structural equation modeling and the PROCESS macro.FindingsThe results reveal that regulatory forces and competitors' concerns have both direct and conditional indirect effects on environmental corporate strategy but only conditional indirect effects on environmental marketing strategies through the mediation of top management commitment and at different levels of discretionary slack. However, consumer concerns remain inconsequential antecedents with insignificant direct effects and conditional indirect effects on environmental corporate and marketing strategies through the mediation of top management commitment at different levels of discretionary slack.Originality/valueThe authors propose an integrative model as a functioning mechanism for the environmental strategic decisions of companies in emerging markets. This model relies on both slack resource and upper echelons theories. These findings contribute to a better understanding of the impacts of internal and external determinants and functions on environmental strategies at corporate and functional levels in emerging markets. The various paths to diverse levels of environmental strategy and the insignificant role of consumer concerns suggest a need for further investigation of corporate environmentalism in emerging markets that consider their distinctive legal, societal, market and institutional contexts.

Internet marketing tool – SEO-optimization of the enterprise site

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

Environmental Marketing Strategy and Customer Citizenship Behavior: An Investigation in a Café Setting

ABSTRACT This study investigates the role that environmental marketing strategy plays in enhancing customer citizenship behavior (CCB) – directly, indirectly, and interactively with brand familiarity. Drawing on data collected from 439 Starbucks customers in Lebanon, the findings of the study support the exists of a positive relationship between environmental marketing strategy and two forms of CCB – namely, the policing of other customers and the helping of other customers. Evidence indicated that corporate reputation plays a mediating role in the relationship between environmental marketing strategy and CCB. Moreover, brand familiarity served as a moderator factor that positively influences the relationship between environmental marketing strategy and CCB. Further, the conditional indirect effect of brand familiarity on the relationship between environmental marketing strategy and CCB through corporate reputation indicated a significant positive impact.

Linking green marketing with performance: Environmental marketing model for small business

This study aims to enrich sustainability research and practice by review how green marketing as an environmental marketing strategy influences organizational performance in small businesses. This research also studies how the integration of learning orientation in the organizations internal culture determines the influence of green strategies to increase business value. A review of existing literature illustrates how investigations in this area have evolved in recent years, providing an appropriate framework based on prior studies and suggesting future research. This study collected data from 351 small businesses covering all industries types located in Indonesia to meet the research aims. The method used to analyse information is modeling the structural equations of cross-sectional survey data with the SMART-PLS software. The findings indicate that green marketing and learning orientation of the small business is an important driver which in turn, has a positive effect on performance. This provides empirical validation that companies that implement environmentally marketing and have the capability as a learning organization have proven to be effective in making a difference to the company’s value. Green marketing has more influence on how organizations increase their performance than organizations-learning orientation. Generally, the results support theoretical predictions, and several interesting findings appear.

Marketing ambiental no Brasil: um estudo do estado da arte

O presente artigo é o resultado de uma pesquisa que aborda o estado do conhecimento das estratégias de marketing ambiental. Estudos foram realizados com o objetivo de fazer um panorama das pesquisas empíricas já realizadas, publicadas a partir do Banco de Teses da Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (Capes), selecionando-se os trabalhos mais relevantes sobre o tema em questão. Os dados obtidos possibilitaram compreender como o marketing ambiental foi capaz de agregar valor às marcas, assim como apresentar algumas características dos consumidores e os métodos de conduta das empresas para que se tornem de fato “verdes”. Essas estratégias foram identificadas para elevar o valor social e a rentabilidade dos produtos, por meio do marketing, de forma a equilibrar as necessidades da sociedade e a preservação do meio ambiente, contribuindo, assim, para que as ações empresariais alcancem o retorno esperado com o uso dessas estratégias.

Formation and implementation of the media company marketing strategy in the digital environment: stages and evaluation indicators

One of the most important for companies today are the problems of growing competitive pressure from foreign manufacturers, increasing consumer competencies; increasing the role of positioning and, as a consequence, product branding; acceleration of implementation processes, intensification of promotion of new goods and services; exacerbation of the need to build partnerships with key customers in a narrowing of demand in mature markets; intensifying the search for new regional markets and consumer niches. Due to the high complexity and multifaceted economic processes of modern enterprises, research in the field of Internet marketing requires constant improvement through the continuous development of electronic technologies. The subject of the article is the processes of forming and implementation a marketing strategy in the digital environment. The purpose of the article is to improve business processes and the system of indicators for evaluating the marketing strategy of a media company in the digital environment. General scientific methods are used, such as systems analysis, synthesis and abstract-logical - to clarify the features of marketing strategy in the digital environment; graphic and algorithmic - to improve the business processes of the marketing strategy of the media company in the digital environment. The following results were obtained: the stages of forming a marketing strategy on the Internet were studied, the cyclical SOSTAC model was analyzed, the characteristics of the Internet strategy were provided, models of marketing activity were described, business processes for strategy implementation were developed and the system of its efficiency indicators was improved. Conclusions: improved business processes of marketing strategy implementation in the digital environment of the media company and the system of indicators of its effectiveness.

Greenwashing in environmental marketing strategy in the brazilian furniture market

Abstract: Environmental marketing tries to develop strategies to strengthen the entrepreneurial image and connect environmental appeal to products and brands. However, the companies’ reputation may be undermined if the green message uses false or inaccurate information, making it seem that theory and practice are far apart. As a consequence, the damage can be irreversible from the consumers’ viewpoint. This research aimed at raising and analyzing environmental marketing strategies that denote the practice of greenwashing from the point of view of consumers in the national furniture market. To reach the objective suggested, the research took place in two steps. The first step encompassed a qualitative approach, in which data were collected through interviews. The second step used the quantitative approach, a survey-collection method, and the application of questionnaires with consumers. As a result, it was possible to see that the variables concerning environmental marketing that can be perceived as greenwashing are mostly “preference for environmental products”, “interest in green information”, “brand-associated trust”, “green purchase incentive advertisement” and “a green guidebook generates environmental credibility”. The results led to the conclusion that consumers are aware of environmental issues and prefer green products, but greenwashing practices undermine the perception of the company’s image and its brands.

РЕАЛІЗАЦІЯ ІННОВАЦІЙНИХ ПІДХОДІВ У ЦИФРОВОМУ МАРКЕТИНГУ

The article focuses on the intense transformation of marketing in connection with the processes of digitalization and socio-economic transformations as a result of the COVID-19 pandemic. The features of using the main digital marketing tools as effective elements for establishing communications with the target audience are revealed. The expediency of introducing innovative approaches and technologies to increase the conversion rate has been proven. In the context of digital marketing, traffic generation involves the implementation of measures set that encourage potential customers to follow the company's links. The presence of an effective marketing strategy of the company in the digital environment involves the use of sales funnels, with the characteristics of the traffic involved at each stage. The focus of the company on generating organic and paid advertising traffic in accordance with the specifics of the company's functioning in the digital environment has been substantiated. The need for market research has been proven to create, on an ongoing basis, personalized content that will be in demand among the relevant groups of potential customers. It is not enough for modern subscribers to periodically provide access to thematic content, it is necessary to ensure the constant interest and desire of users to get acquainted with the materials, which is possible only with the implementation of flexible and original approaches. The necessity of using various digital marketing tools has been substantiated, since a large number of companies focus only on social media. The interest of large companies in creating specialized social media to promote specialized content increases competition and leads to the introduction of innovative products that can be used to increase the efficiency of formation and improvement of marketing strategies in the digital environment. The specificity of the machine learning algorithms application to improve the effectiveness of a company's marketing strategy in the digital environment is disclosed. Using a variety of data science approaches, it is possible to segment the target audience based on large amounts of data and increase the likelihood of increasing the level of potential customers loyalty.

Using a data-driven marketing strategy on customer relationship management: an empirical case of urban coffee shops in Taiwan

PurposeNowadays, the agricultural business environment is expended to the whole world. Transaction records in point of sales and customer relationship management (CRM) systems can be large-scale data for long-established global chain businesses. Thus, the purpose of this paper is to using a proposed data mining approach to discover valuable markets/customers of urban coffee shop industry (retailer) in current environment of Taiwan, which can implement the industry's data-driven marketing strategy on a CRM system.Design/methodology/approachIn this research approach, Ward's method, C5.0 decision tree and a proposed model are applied for discovering valuable markets and mining useful customer rules.FindingsThese found markets and discovered rules can be applied on marketing information or CRM system for identifying valuable customers and target markets.Originality/valueIn this study, the CRM system can be the media for the data-driven marketing strategy in environment of Taiwan. The approach of this research can be applied on other businesses for their data-driven marketing strategies as well.

Identification of facilitators of sustainability innovation adoption by hoteliers of India

Purpose This study aims to unfold the factors which influence the sustainability innovation (SUSINNOV) adoption initiatives taken by the hoteliers in India. Also, an empirical approach has been used to develop a scale entitled “sustainability innovation adoption scale”. Design/methodology/approach Churchill’s (1979) scale development methodology has been used in the current study. An exhaustive literature review was done for item generation. For scale refinement, an empirical study was conducted on managers of hotels in India to understand the sustainability initiatives taken by them. Structural equation modelling has been implemented to know about the causal effects between the various unobserved variables. Findings A scale to measure factors influencing SUSINNOV adoption by hoteliers has been developed and validated empirically. The findings highlight that there are three major factors which influence SUSINNOV adoption: diffusion of innovation (DIT) within the industry, environmental marketing strategy adopted by organisations and sustainability initiatives taken by companies and customers. Moreover, current study also attempts to highlight that DIT has a significant positive influence on environmental marketing system. Research limitations/implications This study has multiple implications for hotel industry practitioners as well as academicians. The present three-dimensional conceptual model can be used for novel causes by implementing the sustainability initiatives in the hotel industry which can result in socially acceptable, economically viable and environment-friendly practices. An important contribution of the current study is that it proposes a theoretical model and develops a scale which will enrich the innovation adoption theories. Managers can use this scale to evaluate the status of SUSINNOV adoptions in their business practices. Originality/value To the best of the authors’ knowledge, this study is the first temporal and spatial study which tries to make a scale by including a holistic view of the facilitators of sustainable innovation adoption in the hotel industry.

Marketing ambiental: o apelo verde de produtos certificados e a percepção dos consumidores

Considerando a expansão do nicho do consumo sustentável a nível global, e a importância do marketing ambiental conseguir transmitir para os consumidores sustentáveis a imagem de uma empresa engajada com a sustentabilidade, bem como de que seus produtos são sustentáveis, para o êxito nesse mercado, diversas estratégias de promoção podem ser adotadas para tal finalidade. Dessa forma, o objetivo deste estudo foi identificar as estratégias de marketing ambiental praticadas, e a percepção dos empresários em relação ao comportamento dos consumidores frente a essas estratégias, na cidade de Natal-RN. O estudo partiu de uma abordagem qualitativa, com amostragem por conveniência e não probabilística por meio da qual profissionais da área de gestão participaram de entrevistas em profundidade, escolhidos por estarem associados ao trabalho com produtos certificados e estratégias de marketing ambiental nas respectivas atuações no município de Natal-RN. Quanto aos resultados e conclusões, as entrevistas evidenciaram que entre as principais estratégias de marketing ambiental adotadas pelas empresas representadas ou assistidas pelos entrevistados, a mais utilizada é de fato a certificação ambiental, ou a adoção de selos verdes. Quanto a percepção dos empresários, gestores e consultores entrevistados, em relação ao comportamento dos consumidores frente a estratégia da certificação ambiental, de acordo com estes, por mais que esta seja importante para comunicar a procedência dos produtos e ações da empresa, no sentido da sustentabilidade, segundo sua visão, os consumidores ainda não percebem a certificação como um diferencial de relevância para influenciar a sua decisão de compra, isso por ainda não possuírem uma adequada compreensão da importância de tal selo.