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Advisor(s)
Abstract(s)
A indústria têxtil é a segunda mais poluente do planeta. Esta dissertação delineia
uma visão para o setor, com benefícios de longo prazo quer para a economia quer
para o ambiente através de marketing B2B e de como este pode promover a
implementação de uma economia circular. Este estudo tem como objetivos de
investigação tratar a lacuna identificada na literatura quanto a incentivos do
marketing B2B na promoção de práticas sustentáveis, identificar as atividades
chave na gestão de uma cadeia de aprovisionamento que se pretende verde,
compreender a perceção dos consumidores dessas atividades B2B.
São duas as questões de investigação. A primeira é relativa ao papel do
marketing B2B na adoção de modelos circulares. A segunda questão é relativa a
como este influencia a educação e sensibilização do consumidor final.
A investigação realizou-se através de um estudo de caso comparativo
tendo como protagonistas principais as empresas ASOS e Orange Fiber, uma
reconhecida loja online e uma start-up italiana focada em agricultura
regenerativa, respetivamente.
Este estudo comparativo permitiu concluir que colaborações entre marcas
são um incentivo crucial para a adoção de modelos circulares, permitindo a
partilha de informação e conhecimento, a criação de uma imagem de marca
corporativa distintiva assim como um certificado de qualidade comum. Este
processo de criação de incentivos divide-se em três passos: captura de valor em
oportunidades proporcionadas pela economia circular, a criação de valor ao unir
duas identidades de marca e a entrega de valor ambos ao consumidor final assim
como as marcas envolvidas. As conclusões finais apontaram, igualmente, como
o marketing verde em B2B promove conteúdo promocional educativo e
informativo para o consumidor final.
The textile industry is classified as the second most polluting industry in the planet. This study outlines a vision for this sector based on delivering long-term benefits for both the economy and the environment through B2B marketing incentives to the adoption of a circular economy. The research objectives guiding this study aim to address the research gap regarding B2B marketing incentives fostering sustainable practices, to identify the key activities in Green Supply Chain Management (GSCM) as well as to understand consumer perception of those B2B activities. The dissertation sets two research questions. The first research question is about the role of marketing as crucial in the adoption of circular models from a B2B perspective. The second one, inevitably, addresses how B2B marketing and partnerships may influence consumer education. This research was conducted through a comparative case study featuring ASOS and Orange Fiber, an established, well-known online retailer and an Italian start-up building their business upon regenerative agriculture, respectively. The comparative analysis concluded that collaborations between brands are a key marketing incentive, allowing them to jointly share know-how, establish a distinctive corporate brand image and create a common quality label. The process of creating marketing incentives is divided in three steps: value capturing in circular economy opportunities, value creation by merging two brands’ identity and value delivery to both the brands and the consumers. The final conclusions of the study underline how green marketing in B2B fosters educational and informative marketing content for consumers.
The textile industry is classified as the second most polluting industry in the planet. This study outlines a vision for this sector based on delivering long-term benefits for both the economy and the environment through B2B marketing incentives to the adoption of a circular economy. The research objectives guiding this study aim to address the research gap regarding B2B marketing incentives fostering sustainable practices, to identify the key activities in Green Supply Chain Management (GSCM) as well as to understand consumer perception of those B2B activities. The dissertation sets two research questions. The first research question is about the role of marketing as crucial in the adoption of circular models from a B2B perspective. The second one, inevitably, addresses how B2B marketing and partnerships may influence consumer education. This research was conducted through a comparative case study featuring ASOS and Orange Fiber, an established, well-known online retailer and an Italian start-up building their business upon regenerative agriculture, respectively. The comparative analysis concluded that collaborations between brands are a key marketing incentive, allowing them to jointly share know-how, establish a distinctive corporate brand image and create a common quality label. The process of creating marketing incentives is divided in three steps: value capturing in circular economy opportunities, value creation by merging two brands’ identity and value delivery to both the brands and the consumers. The final conclusions of the study underline how green marketing in B2B fosters educational and informative marketing content for consumers.
Description
Keywords
B2B marketing Cadeia de aprovisionamento verde Associação de marcas Economia circular Moda sustentável Green supply chain management Co-branding Circular economy Sustainable fashion