Marketing verde e relações públicas: a construção da imagem organizacional
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Data
2013
Autores
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Editor
Universidade Federal de Goiás
Resumo
Keywords: This paper aims to analyze how green marketing influences the construction of a positive image on organization, thus, these organizations understand the efforts of a good communication and planning shall be essential. Along with the tendencies of a conscious consumption, towards the worries on the environment, organizations must set according to the customers. Green Marketing, when applied and added with the sustainability may increase profit. The lack of responsibility with a green environment may cause downtime when compared to other organization profiles, and also, add negative value to their image. The methodology chosen on this study was bibliographic research, and a mixed research (both quantitative and qualitative) at Alecram Viagens. The research can offer ways to help define and resolve already-known issues, as well as explore new fields whereas the latter haven’t happened sufficiently. It allows that theme is analyzed over different perspectives coming up new conclusions. Pursuing this further, it allows high-standard coverage on phenomena wider, mainly when the issue requires dispersed data. The mixed research objected on exploring the importance of the consumer’s perspectives towards organizations that uses green marketing to build a positive image of itself, how this behavior affects their choices. When related to the Alecram Viagens, this methodology was chosen due to the fact that the company has recently started, considered small so far. This way, we can see easily the positive growth of its image through the use of the green marketing that was established. Along with the results and an deep-analyzing method it was possible to understand that clients/customers are even more knowledgeable towards the importance to choose companies that has sustainability models on them. In addition those are the customers that on time to choose between companies will prefer those that the quality on the service and products, adopted a sustainability policy and demonstrate concerned about the environment causes.
Descrição
Palavras-chave
Sustentabilidade, Relações públicas, Imagem, Marketing verde, Sustainability, Green marketing, Public relations, Image
Citação
PEREIRA, Luana Cândida. Marketing verde e relações públicas: a construção da imagem organizacional. 2013. 41 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2013.