Simbologia de selos ambientais e suas implicações para as práticas mercadológicas de sustentabilidade visando à economia circular

• Autor(a) principal: Andrade, Cristiana Renno D’Oliveira
• Data de Publicação: 2020
• Outros Autores: Gomes, Karolina Crespi, Nora, Gabriela Almeida Marcon
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Institucional da UFSC
• Texto Completo: https://repositorio.ufsc.br/handle/123456789/249652
• topic: Economia Circular; Rotulagem Ambiental; Desenvolvimento Sustentável.; Circular Economy; Environmental labeling; Sustainable development.

This article aims to understand the association between the use of stamps to communicate a sustainable image by green marketing and their impact on consumer perception. For this, a qualitative and quantitative research was carried out, with a theoretical and empirical nature. No previous study was identified that analyzed the relationship between the communication of green marketing aimed at the circular economy through environmental labeling, with room for improvement of studies in the area. A sample of 60 product packages in 15 segments and 50 different brands was used. The geographic section of this study is Brazilian, more precisely Santa Catarina, and the observed organization is a wholesale network of consumer goods. It was found that the way the manufacturer seeks to communicate about the potential for reuse or recycling of the material used in packaging can generate doubt in the consumer. The results demonstrate that no standard symbology is used in environmental labeling. There is still a low relationship between the explored theories and its effective use in environmental labeling, so it is suggested to deepen this gap in future works.