The importance of green marketing for portuguese companies in the footwear industry

• Autor(a) principal: Ribeiro, Helena Maria Santos Silva
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/15213
• topic: Green marketing; Corporate social responsibility; Portuguese footwear; Marketing; Responsabilidade social das empresas; Sustentabilidade ambiental; Indústria do calçado

The concept of sustainability, with three pillars, environmental, social and economic appeared in the context of our society as a possible solution to our planet problems and challenges and it rapidly achieved the business world. Companies started to be committed to the future and to sustainability, through Corporate Social Responsibility practices, adopting a business model that evaluates the consequences and impacts of its actions and contemplates social and environmental aspects in its financial vision (Aligleri et. al., 2009). If we think about the footwear industry, that largely contributes to and is affected by the environmental degradation and social challenges that the society is now facing, it makes all sense to understand how companies in this sector operate, particularly in terms of environmental protection. If at an early stage, this industry was only concerned with fulfilment of the requirements established by environmental legislation, more recently it has been worried about the impact of its products and processes on the environment and has identified in these products a new business opportunity and a way to differentiate their products on the market. Therefore, the purpose of this research is to understand what strategies Portuguese companies in footwear industry adopt relatively to sustainability and environmental protection, namely in terms of green marketing strategies. In addition, it will be important to realise their importance for companies and motivations that lead to the adoption of this type of practices focused in environmental sustainability.