Marketing, certificações e selos ambientais: uma análise crítica

• Autor(a) principal: Mantelli, Isabela Kronemberger [UNESP]
• Data de Publicação: 2016
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/155138; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2017-03-07/000879234.pdf
• topic: Engenharia ambiental; Marketing; Certificação; Meio ambiente; Sustentabilidade; Impacto ambiental

The increase in environmental concerns over the last few years has transformed the market and consumer demands for products and services that present some environmental attribute and cause less impact on the environment. Environmental marketing, also known as green marketing, has become frequent among companies seeking image enhancement, competitive advantage and satisfaction of consumer expectations. However, for various reasons, the exploitation of environmental advertising and communication has brought a new risk to consumers: superficial, overestimated or false statements. Greenwashing, translated into Portuguese as environmental makeup, is this act of communicating environmental attributes that do not exist or are not consistent with the true practices of companies, in their processes and products. In Brazil and around the world, the practice of greenwashing has grown in recent years. The use of instruments that help the consumer and the company in this process of environmental communication is essential. The objective of this work is to analyze the use of environmental marketing, its relation with seals and environmental certifications. Through the survey of well-known and used in Brazil certifications and seals, execute a comparative analysis among them, evaluating their objectives, scope, spheres, evaluation methods and processes, and positives and negatives. It was possible to observe that the seals and certifications operate in different spheres, such as forest management, civil construction, environmental management systems, agricultural products, among others. They have different evaluation methods, considering specific and general criteria evaluated by both documentary and presential audits. In general, they present common benefits, such as increase competitive... (Complete abstract electronic acess below)