Marketing verde e os produtos de limpeza denominados ambientais / Bruna Carolina Soares Carvalho

Abstract

In view of the large climate change as well as several other signs of depletion of natural resources environmental issues has gained more and more space in the minds of consumers thereby causing a change in the business environment to adapt this new reality. For greater assimilation of this trend in consumer behavior in searching for products and company to act in a responsible sustainable way this work will address the theme of green marketing, and a form of marketing that aims to provide the market more sustainable products environmentally, so-called green products since these are compared to traditional much more beneficial to the environment. For this was a field research in Supermarket City of St. Louis, where the labels of household cleaners containing in their green stamps packaging and environmental appeals were analyzed, so that based on the information provided by the Brazilian Association of Technical Standards and the National Self-Regulation Advertising Council were possible to identify products that actually have some environmental awareness that only use images with environmental appeals, but in reality have no ecological practicing differential is greenwash.