AVALIAÇÃO DO MARKETING AMBIENTAL EM SETORES INDUSTRIAIS DE PEQUENOS E MÉDIOS PORTES

Milena Rupiani Bonetto, Nelson César F. Bonetto

Abstract


The industrial development has occurred in the60s and 70s in order to produce consumer goods for thewelfare of man. On the other hand, the environmentaldegradation did not been considered as a decisive factorfor companies that polluted the waters, the soil and theatmosphere. Currently, the commitment assumed by theproductive sectors as regard the preservation ofecosystems is related to the image before the community,which became green marketing and a survival factor in themarket. However, sustainable development is far frombeing achieved in all segments. Therefore, this studyassessed the actions developed by forty companies of smalland medium-sized of Chemistry area, using aquestionnaire comprising 23 questions with fivealternatives. The results show that entrepreneurs areaware of environmental issues, but some of them fail topromote them in their businesses.Index Terms - Environmental marketing, Environmentalpreservation, Competitive advantage.

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