ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERS

Detalhes bibliográficos
Autor(a) principal: Veiga Neto, Alípio Ramos
Data de Publicação: 2020
Outros Autores: Costa, Francisco de Paula, Silva, Arthur William Pereira da, El-Aouar, Walid Abbas, Dantas, Bruna Lourena de Lima
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Eletrônica de Estratégia e Negócios
Texto Completo: https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/6804
Resumo: This work aims to identify and analyze the determinants of environmental marketing strategies for companies, in the view of Brazilian advertisers. For this purpose, a qualitative research was carried out with ten businessmen from the advertising segment who work in the city of Natal to confirm variables identified in the literature, as well as to define new variables, and another quantitative research that was applied with 310 advertisers working in Brazil. The results revealed that the factors "incorporation of environmental practices" and "green marketing consistent with environmental practice" are decisive for companies to obtain a competitive advantage in the market in which they operate.
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spelling ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERSMARKETING AMBIENTAL COMO ESTRATEGIA EMPRESARIAL: FACTORES DETERMINANTES SEGÚN PUBLICITARIOS BRASILEÑOSMARKETING AMBIENTAL COMO ESTRATÉGIA EMPRESARIAL: FATORES DETERMINANTES SEGUNDO PUBLICITÁRIOS BRASILEIROSEnvironmental marketingBusiness strategyCompetitive advantageBrazilian advertisers.Marketing ambientalEstrategia comercialVentaja competitivaPublicitarios brasileños.Marketing AmbientalEstratégiaVantagem CompetitivaConsumo sustentávelThis work aims to identify and analyze the determinants of environmental marketing strategies for companies, in the view of Brazilian advertisers. For this purpose, a qualitative research was carried out with ten businessmen from the advertising segment who work in the city of Natal to confirm variables identified in the literature, as well as to define new variables, and another quantitative research that was applied with 310 advertisers working in Brazil. The results revealed that the factors "incorporation of environmental practices" and "green marketing consistent with environmental practice" are decisive for companies to obtain a competitive advantage in the market in which they operate.Este trabajo tiene como objetivo identificar y analizar los factores determinantes de marketing ambiental para estrategias de empresas, en la visión de publicitarios brasileños. Para ello se realizó una encuesta cualitativa con diez empresarios del segmento de la publicidad que actúan en la ciudad de Natal para confirmar variables identificadas en la literatura, así como definir nuevas variables, y otra investigación cuantitativa que fue aplicada con 310 publicitarios que actúan en Brasil. Los resultados revelaron que los factores "incorporación de prácticas ambientales" y "marketing verde coherente con la práctica ambiental" son determinantes para que las empresas obtengan una ventaja competitiva en el mercado en que actúan.Este trabalho tem como objetivo identificar e analisar os fatores determinantes de marketing ambiental para estratégias de empresas, na visão de publicitários brasileiros. Para tanto realizou-se uma pesquisa qualitativa com dez empresários do segmento da publicidade que atuam na cidade do Natal para confirmar variáveis identificadas na literatura, bem como definir novas variáveis, e outra pesquisa quantitativa que foi aplicada com 310 publicitários que atuam no Brasil. Os resultados revelaram que os fatores “incorporação de práticas ambientais” e “marketing verde coerente com a prática ambiental” são determinantes para que as empresas obtenham vantagem competitiva no mercado em que atuam.Universidade do Sul de Santa Catarina2020-02-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/680410.19177/reen.v12e12019230-263Revista Eletrônica de Estratégia & Negócios; v. 12 n. 1 (2019); 230-2631984-33721984-3372reponame:Revista Eletrônica de Estratégia e Negóciosinstname:Universidade do Sul de SC (UNISUL)instacron:UNISULporhttps://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/6804/pdfCopyright (c) 2020 Revista Eletrônica de Estratégia & Negóciosinfo:eu-repo/semantics/openAccessVeiga Neto, Alípio RamosCosta, Francisco de PaulaSilva, Arthur William Pereira daEl-Aouar, Walid AbbasDantas, Bruna Lourena de Lima2020-04-08T18:34:08Zoai:portaldeperiodicos.animaeducacao.com.br:article/6804Revistahttps://portaldeperiodicos.animaeducacao.com.br/index.php/EeNPRIhttps://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/oaiterezinha.angeloni@unisul.br||ademar.unisul@gmail.com1984-33721984-3372opendoar:2022-11-08T11:08:36.492770Revista Eletrônica de Estratégia e Negócios - Universidade do Sul de SC (UNISUL)false
dc.title.none.fl_str_mv ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERS
MARKETING AMBIENTAL COMO ESTRATEGIA EMPRESARIAL: FACTORES DETERMINANTES SEGÚN PUBLICITARIOS BRASILEÑOS
MARKETING AMBIENTAL COMO ESTRATÉGIA EMPRESARIAL: FATORES DETERMINANTES SEGUNDO PUBLICITÁRIOS BRASILEIROS
title ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERS
spellingShingle ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERS
Veiga Neto, Alípio Ramos
Environmental marketing
Business strategy
Competitive advantage
Brazilian advertisers.
Marketing ambiental
Estrategia comercial
Ventaja competitiva
Publicitarios brasileños.
Marketing Ambiental
Estratégia
Vantagem Competitiva
Consumo sustentável
title_short ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERS
title_full ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERS
title_fullStr ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERS
title_full_unstemmed ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERS
title_sort ENVIRONMENTAL MARKETING AS A BUSINESS STRATEGY: DETERMINING FACTORS BY BRAZILIAN ADVERTISERS
author Veiga Neto, Alípio Ramos
author_facet Veiga Neto, Alípio Ramos
Costa, Francisco de Paula
Silva, Arthur William Pereira da
El-Aouar, Walid Abbas
Dantas, Bruna Lourena de Lima
author_role author
author2 Costa, Francisco de Paula
Silva, Arthur William Pereira da
El-Aouar, Walid Abbas
Dantas, Bruna Lourena de Lima
author2_role author
author
author
author
dc.contributor.author.fl_str_mv Veiga Neto, Alípio Ramos
Costa, Francisco de Paula
Silva, Arthur William Pereira da
El-Aouar, Walid Abbas
Dantas, Bruna Lourena de Lima
dc.subject.por.fl_str_mv Environmental marketing
Business strategy
Competitive advantage
Brazilian advertisers.
Marketing ambiental
Estrategia comercial
Ventaja competitiva
Publicitarios brasileños.
Marketing Ambiental
Estratégia
Vantagem Competitiva
Consumo sustentável
topic Environmental marketing
Business strategy
Competitive advantage
Brazilian advertisers.
Marketing ambiental
Estrategia comercial
Ventaja competitiva
Publicitarios brasileños.
Marketing Ambiental
Estratégia
Vantagem Competitiva
Consumo sustentável
description This work aims to identify and analyze the determinants of environmental marketing strategies for companies, in the view of Brazilian advertisers. For this purpose, a qualitative research was carried out with ten businessmen from the advertising segment who work in the city of Natal to confirm variables identified in the literature, as well as to define new variables, and another quantitative research that was applied with 310 advertisers working in Brazil. The results revealed that the factors "incorporation of environmental practices" and "green marketing consistent with environmental practice" are decisive for companies to obtain a competitive advantage in the market in which they operate.
publishDate 2020
dc.date.none.fl_str_mv 2020-02-22
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/6804
10.19177/reen.v12e12019230-263
url https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/6804
identifier_str_mv 10.19177/reen.v12e12019230-263
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/6804/pdf
dc.rights.driver.fl_str_mv Copyright (c) 2020 Revista Eletrônica de Estratégia & Negócios
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Revista Eletrônica de Estratégia & Negócios
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Sul de Santa Catarina
publisher.none.fl_str_mv Universidade do Sul de Santa Catarina
dc.source.none.fl_str_mv Revista Eletrônica de Estratégia & Negócios; v. 12 n. 1 (2019); 230-263
1984-3372
1984-3372
reponame:Revista Eletrônica de Estratégia e Negócios
instname:Universidade do Sul de SC (UNISUL)
instacron:UNISUL
instname_str Universidade do Sul de SC (UNISUL)
instacron_str UNISUL
institution UNISUL
reponame_str Revista Eletrônica de Estratégia e Negócios
collection Revista Eletrônica de Estratégia e Negócios
repository.name.fl_str_mv Revista Eletrônica de Estratégia e Negócios - Universidade do Sul de SC (UNISUL)
repository.mail.fl_str_mv terezinha.angeloni@unisul.br||ademar.unisul@gmail.com
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