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Abstract(s)
A aposta por parte das empresas em estratégias de protecção ambiental, integradas nas
estratégias globais de marketing e comunicação, que se traduzem na adopção de políticas e
processos organizativos assentes numa cultura de sustentabilidade, poderá ser uma
oportunidade para reduzir custos através da poupança de matéria-prima, eficiência na
produção e tratamento de resíduos e para melhorar a imagem. Tal traduzir-se-á no aumento
do valor da empresa, mantendo a competitividade e aproveitando a preferência dos
consumidores pelo “verde”, o que possibilitará a longo prazo ganhar credibilidade e
aproveitar as oportunidades que este novo mercado apresenta.
Este mercado é constituído por um tipo de consumidor que está mais atento aos problemas
sociais e ambientais que o rodeiam, pelo que as empresas que optam por ser mais
sustentáveis acompanham esta evolução transmitindo ao consumidor, através da
comunicação, que se preocupam com questões que vão para além das vendas e da imagem. O
marketing, a comunicação e o desenvolvimento sustentável são o motor da mudança dos
valores e hábitos de consumo, pelo que urge direccionar as necessidades e os desejos de
consumo para produtos menos nocivos para o ambiente.
Havendo um enorme desconhecimento, confusão e cepticismo em relação aos
produtos/empresas amigas do ambiente é essencial que se comunique de forma honesta,
precisa, imparcial, que se transmita ao público confiança na mensagem que é transmitida, a
qual cria notoriedade e molda a imagem de um produto com efeitos duradouros. A dificuldade
está precisamente em encontrar o “tom” adequado para comunicar o verde sem defraudar as
expectativas do consumidor.
Neste sentido, o que se pretende com o presente trabalho é aprofundar o conhecimento do
perfil dos consumidores portugueses no que respeita às questões ambientais e identificar a
forma como se relacionam com a comunicação verde.
Company investment in environmental protection strategies, integrated in global marketing and communication strategies which result in adopting organizational policies and processes based on sustainable culture, can result in an opportunity to reduce costs through savings on raw materials, efficiency in pr oduction, and treatment of residues to improve the company's image. This leads to an increase in company value, maintaining its competitive level and benefiting from consumer preferences for "green", which paves the way for gaining credibility and taking advantage of the opportunities in this new market. This market is made up of a consumer type which is more alert to social and environmental problems; companies that opt for becoming more sustainable accompany their development and, through marketing, transmit to th e consumer that they care about issues beyond their sales and image. Marketing, communication, and sustainable development are the mot or for change in consumer valu es and h abits, which makes it all the mo re important to direct consumer needs toward products which are less harmful to the environment. Honest, precise, and impartial communication that transmits trust is essential in the face of lack of knowledge, confusion, and skepticism about environmentally-friendly products/companies; this message, in turn, creates a good reputation and casts the image of a product with long-lasting effects. The difficulty is precisely in how to find the appropriate “tone” to communicate “green” without disappointing consumer expectations. The present project aims to heighten awarene ss of the Portuguese consumer profile with respect to environmental issues and identify the way this is related to green communication.
Company investment in environmental protection strategies, integrated in global marketing and communication strategies which result in adopting organizational policies and processes based on sustainable culture, can result in an opportunity to reduce costs through savings on raw materials, efficiency in pr oduction, and treatment of residues to improve the company's image. This leads to an increase in company value, maintaining its competitive level and benefiting from consumer preferences for "green", which paves the way for gaining credibility and taking advantage of the opportunities in this new market. This market is made up of a consumer type which is more alert to social and environmental problems; companies that opt for becoming more sustainable accompany their development and, through marketing, transmit to th e consumer that they care about issues beyond their sales and image. Marketing, communication, and sustainable development are the mot or for change in consumer valu es and h abits, which makes it all the mo re important to direct consumer needs toward products which are less harmful to the environment. Honest, precise, and impartial communication that transmits trust is essential in the face of lack of knowledge, confusion, and skepticism about environmentally-friendly products/companies; this message, in turn, creates a good reputation and casts the image of a product with long-lasting effects. The difficulty is precisely in how to find the appropriate “tone” to communicate “green” without disappointing consumer expectations. The present project aims to heighten awarene ss of the Portuguese consumer profile with respect to environmental issues and identify the way this is related to green communication.
Description
Keywords
Marketing verde Comunicação verde - Publicidade verde Comportamento do consumidor - Aspectos ambientais Consumidor verde Comunicação verde - Consumidor - Cepticismo Marketing verde - Empresas - Responsabilidade social Marketing - Comunicação
Citation
Publisher
Universidade da Beira Interior