MODELO DE SUSTENTABILIDADE DE MARKETING: CONCEPTUALIZAÇÃO E APLICAÇÃO NO SETOR INDUSTRIAL
Palavras-chave:
PALAVRAS-CHAVE, Sustentabilidade. Marketing. Gestão. Cidadania ecológica. Marketing ecológico.Resumo
RESUMO
A necessidade de integração de sustentabilidade em marketing será discutida ao longo deste trabalho através de uma nova conceptualização de marketing, visando o desenvolvimento de um modelo de sustentabilidade de marketing. Nos últimos cinquenta anos os estudos de marketing tem se voltado para os problemas ambientais, embora questões inerentes à escassez de recursos, super consumo, aumento da desigualdade e injustiça venham sendo negligenciadas. É desconhecido na literatura de marketing, histórias sobre a integração de iniciativas ambientais com equidade, justiça social ou com o redesenho das instituições econômicas. O progresso sobre questões ambientais em marketing tem se limitado a visões sem profundeza, focando apenas no enverdeamento de algumas áreas, influenciando muito pouco o papel individual das pessoas. Este trabalho explora um modelo de sustentabilidade de marketing como um conceito de gestão corporativa e identifica o seu valor através de enfoque ampliado na gestão das empresas, considerando as dimensões econômica, ambiental, social, cidadania ecológica e de tecnologia da informação (TI). Propõe a integração de dois paradigmas de gestão - marketing e desenvolvimento sustentável - como orientação de marketing sustentável. O valor do modelo conceitual de sustentabilidade de marketing foi confirmado e avaliado empiricamente em três empresas do setor industrial.
PALAVRAS-CHAVE: Sustentabilidade. Marketing. Gestão. Cidadania ecológica. Marketing ecológico.
ABSTRACT
The need for integration of sustainability in marketing will be discussed throughout this work through a new conceptualization of marketing, aiming the development of a sustainability marketing model. Over the past fifty years, marketing studies have focused on environmental problems, although issues of resource scarcity, overconsumption, inequality and injustice are being neglected. It is unknown in the marketing literature, stories about the integration of environmental initiatives with equity, social justice or with the redesign of economic institutions. Progress on environmental issues in marketing has been limited to visions without depth, focusing only on the greening of some areas, influencing very little the individual role of people. This work explores a sustainability marketing model as a concept of corporate management and identifies its value through an expanded approach in the management of companies, considering the economic, environmental, social, ecological citizenship and Information Technology (IT) dimensions. It proposes the integration of two management paradigms - marketing and sustainable development - as a sustainable marketing orientation. The value of the conceptual model sustainability marketing model was empirically confirmed and evaluated in three companies in the industrial sector.
KEYWORDS: Sustainability. Marketing. Management. Ecological citizenship. Ecological marketing.
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