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Publicação
A comunicação da sustentabilidade nas empresas do setor petrolífero em Portugal : o caso Galp
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Este estudo tem como objetivo analisar de que forma as empresas do setor petrolífero comunicam as suas práticas sustentáveis no contexto da transição energética, utilizando empresa Galp como caso estudo. Recorreu‑se a uma abordagem qualitativa, de natureza abdutiva, baseada na realização de entrevistas em profundidade, semiestruturadas, aos departamentos de Marketing e de Sustentabilidade da empresa. Complementarmente, foram conduzidos focus groups com o intuito de compreender a perceção de greenwashing associada à comunicação e às práticas ambientais da Galp. Os resultados evidenciam a existência de um paradoxo entre a integração da sustentabilidade no modelo de negócio da empresa e a perceção pública da sua atuação. Apesar de a Galp demonstrar um compromisso interno consistente com a sustentabilidade, os consumidores revelam uma desconfiança relativamente às iniciativas comunicadas, em grande parte devido ao seu core business continuar centrado na exploração, produção e comercialização de combustíveis fósseis. Este trabalho contribui para o aprofundamento da compreensão sobre a comunicação integrada de marketing associada à sustentabilidade no setor petrolífero em Portugal, apresentando recomendações que visam mitigar a perceção de greenwashing neste tipo de organizações
This study aims to analyze how companies in the oil sector communicate their sustainable practices in the context of energy transition, using Galp as a case study. A qualitative, abductive approach was used, based on conducting in-depth, semi-structured interviews with the company's Marketing and Sustainability departments. Additionally, focus groups were conducted to understand the perception of greenwashing associated with Galp's communication and environmental practices. The results highlight the existence of a paradox between the integration of sustainability into the company's business model and the public perception of its performance. Although Galp demonstrates a consistent internal commitment to sustainability, consumers reveal distrust in the communicated initiatives, largely because its core business continues to focus on the exploration, production, and marketing of fossil fuels. This work contributes to a deeper understanding of integrated marketing communication associated with sustainability in the oil sector in Portugal, presenting recommendations aimed at mitigating the perception of greenwashing in this type of organization
This study aims to analyze how companies in the oil sector communicate their sustainable practices in the context of energy transition, using Galp as a case study. A qualitative, abductive approach was used, based on conducting in-depth, semi-structured interviews with the company's Marketing and Sustainability departments. Additionally, focus groups were conducted to understand the perception of greenwashing associated with Galp's communication and environmental practices. The results highlight the existence of a paradox between the integration of sustainability into the company's business model and the public perception of its performance. Although Galp demonstrates a consistent internal commitment to sustainability, consumers reveal distrust in the communicated initiatives, largely because its core business continues to focus on the exploration, production, and marketing of fossil fuels. This work contributes to a deeper understanding of integrated marketing communication associated with sustainability in the oil sector in Portugal, presenting recommendations aimed at mitigating the perception of greenwashing in this type of organization
Descrição
Trabalho Final de Mestrado, Projeto, Marketing, ISEG, 2026.
Palavras-chave
Communication Sustainability Energy sector Oil industry Energy transition Greenwashing Comunicação Sustentabilidade Setor energético Indústria petrolífera Transição energética Greenwashing