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A globalização e as mudanças tecnológicas têm contribuído para que as novas
gerações e a população em geral estejam cada vez mais informadas sobre os problemas
ambientais da atualidade. Neste contexto, surge um novo tipo de consumidor que sabe
perfeitamente aquilo que quer e que tem em consideração o impacto que as suas escolhas
poderão vir a ter no meio ambiente. As organizações viram-se, assim, obrigadas a adotar
novas estratégias para acrescentar valor às suas marcas e, consequentemente, a melhorar
a sua reputação ao nível da responsabilidade ambiental.
Paralelamente, as organizações apostaram no marketing verde, já que é uma
estratégia que, para além de dar resposta às necessidades dos consumidores, também
ajuda na consciencialização dos mesmos sobre os impactos ambientais das suas escolhas.
Nesta investigação foram estudados os conceitos basilares para esta área temática,
como sejam o marketing verde, a publicidade verde, o consumidor verde, a comunicação
verde, a imagem e reputação organizacional verde e o conceito de greenwashing, de
forma a compreender qual a influência deste tipo de estratégias na imagem e reputação
da organização e na perceção do consumidor sobre a mesma. Estudou-se, em particular,
a influência das estratégias ambientais na imagem e reputação da marca Renova.
Neste estudo foi utilizada uma metodologia mista, utilizando métodos
quantitativos - o questionário – e qualitativos - a entrevista e o estudo de caso.
Esta investigação possibilitou uma melhor compreensão da influência das
estratégias ambientais na imagem da marca e na intenção de compra dos consumidores e
permitiu dar resposta à questão ética a que o estudo se propôs dar resposta relativa à
utilização de falsas estratégias ambientais (greenwashing).
Globalization and technological changes have contributed largely in different ways so that new generations and the population in general are increasingly informed about the environmental problems of today. In this context, a new type of consumer appears. They know perfectly what they want and consider the impact that their choices may have on the environment. Thus, organizations saw themselves forced to adopt new strategies to add value to their brands and, consequently, to improve their reputation in terms of environmental responsibility. At the same time, organizations bet on green marketing, as it is a strategy that, in addition to responding to the needs of consumers, also helps raise awareness of the environmental impacts of their choices. In this investigation, basic concepts related to this theme were studied, such as green marketing, green advertising, green consumers, green communication, green organizational image and reputation and the concept of greenwashing, in order to understand the influence of this type of strategies in the organization's image and reputation and in the consumer's perception of it. In particular, the influence of environmental strategies on the image and reputation of the Renova brand was studied. In this study a mixed methodology was used, applying quantitative methods - the questionnaire - and qualitative ones - the interview and the case study. This investigation enabled a better understanding of the influence of environmental strategies on the brand image and the purchase intention of consumers and made it possible to answer the ethical question that the study proposed about the use of false environmental strategies (greenwashing).
Globalization and technological changes have contributed largely in different ways so that new generations and the population in general are increasingly informed about the environmental problems of today. In this context, a new type of consumer appears. They know perfectly what they want and consider the impact that their choices may have on the environment. Thus, organizations saw themselves forced to adopt new strategies to add value to their brands and, consequently, to improve their reputation in terms of environmental responsibility. At the same time, organizations bet on green marketing, as it is a strategy that, in addition to responding to the needs of consumers, also helps raise awareness of the environmental impacts of their choices. In this investigation, basic concepts related to this theme were studied, such as green marketing, green advertising, green consumers, green communication, green organizational image and reputation and the concept of greenwashing, in order to understand the influence of this type of strategies in the organization's image and reputation and in the consumer's perception of it. In particular, the influence of environmental strategies on the image and reputation of the Renova brand was studied. In this study a mixed methodology was used, applying quantitative methods - the questionnaire - and qualitative ones - the interview and the case study. This investigation enabled a better understanding of the influence of environmental strategies on the brand image and the purchase intention of consumers and made it possible to answer the ethical question that the study proposed about the use of false environmental strategies (greenwashing).
Descrição
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Marketing verde Imagem e reputação organizacional Renova Práticas ambientais Greenwashing Consumidor verde Comunicação verde Publicidade verde Green marketing Image and organizational reputation Enviromental practices Green consumer Green communication Green advertisement