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Marketing sustentável e sustentabilidade : o factor decisivo na aquisição de um produto de cosmética
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A preocupação com o meio ambiente ganhou importância nos hábitos das sociedades. Enquanto indivíduos e consumidores temos maior consciência do impacto das nossas ações sobre o planeta. Esta consciencialização global levou à mudança de paradigma e ao tipo de gestão dos negócios, assistindo-se ao aumento da preocupação ambiental por parte de governos, empresas, associações e organizações.
Atendendo a que os conceitos de "marketing sustentável" e "sustentabilidade" assumem, hoje, um papel decisivo nas empresas, levantou-se a questão - "DE QUE FORMA A SUSTENTABILIDADE TEM INFLUÊNCIA NA AQUISIÇÃO DE UM PRODUTO DE COSMÉTICA?" - com o objetivo de verificar se as empresas ambientalmente responsáveis adquirem ou não, vantagem competitiva. A fim de reunir informação sobre o tema, realizou-se uma extensa pesquisa sobre sustentabilidade, desenvolvimento sustentável, marketing sustentável, vantagem competitiva, empresas sustentáveis, normas, relatórios e programas sobre o meio ambiente, consumidor verde e história da indústria cosmética.
A questão central foi direcionada para a indústria de cosmética, sendo a empresa em estudo The Body Shop. A marca é mundialmente conhecida pelo uso de recursos naturais e práticas sustentáveis. Foi pioneira na relação entre as empresas e estratégias sustentáveis para a proteção do planeta. Nesta dissertação foi aplicada uma metodologia quantitativa, a fim de apurar o grau de conhecimento sobre a marca e os conceitos referidos anteriormente. Várias questões emergiram neste processo de pesquisa, sendo sugeridas para investigação futura.
The environment has become an important concern in the societies worldwide. This global awareness led to a change in the social habits and subsequently to a shift of the social paradigm and the type of business management. We can observe an increasing environmental concern by governments, companies, associations and organizations. As the concepts of sustainability in general, and the sustainable marketing in particular seem to assume a crucial role amongst companies in different sectors, a question has been raised: -"HOW DOES SUSTAINABILITY INFLUENCE THE ACQUISITION OF A COSMETIC PRODUCT?". It is intended to understand if environmentally responsible companies and with the domain of the concept of "sustainability" acquire or not, competitive advantage. In order to gather relevant information about this subject it was conducted an extensive research that focused on: sustainability, sustainable development, sustainable marketing, competitive advantage, sustainable enterprises, norms, reports and programs on the environment, green consumer and the history of cosmetics. The main question of this paper targeted the cosmetic industry, and the company under study was The Body Shop. The brand is worldwide known for using natural resources and sustainable practices. It was pioneer in the relationship between business and sustainable strategies for the protection of the planet. In this dissertation, in order to determine to what extend are both the brand and the concepts mentioned above known, it was applied a quantitative methodology. Several questions emerged from this research process and they were suggested for future research.
The environment has become an important concern in the societies worldwide. This global awareness led to a change in the social habits and subsequently to a shift of the social paradigm and the type of business management. We can observe an increasing environmental concern by governments, companies, associations and organizations. As the concepts of sustainability in general, and the sustainable marketing in particular seem to assume a crucial role amongst companies in different sectors, a question has been raised: -"HOW DOES SUSTAINABILITY INFLUENCE THE ACQUISITION OF A COSMETIC PRODUCT?". It is intended to understand if environmentally responsible companies and with the domain of the concept of "sustainability" acquire or not, competitive advantage. In order to gather relevant information about this subject it was conducted an extensive research that focused on: sustainability, sustainable development, sustainable marketing, competitive advantage, sustainable enterprises, norms, reports and programs on the environment, green consumer and the history of cosmetics. The main question of this paper targeted the cosmetic industry, and the company under study was The Body Shop. The brand is worldwide known for using natural resources and sustainable practices. It was pioneer in the relationship between business and sustainable strategies for the protection of the planet. In this dissertation, in order to determine to what extend are both the brand and the concepts mentioned above known, it was applied a quantitative methodology. Several questions emerged from this research process and they were suggested for future research.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
Sustentabilidade Desenvolvimento Sustentável Marketing Sustentável Vantagem Competitiva Cosméticos Proteção do planeta Meio Ambiente Sustainability Sustainable Development Sustainable Marketing Competitive Advantage Cosmetics Protection of the planet Environment
Contexto Educativo
Citação
Diz, Catarina dos Santos (2016). "Marketing sustentável e sustentabilidade : o factor decisivo na aquisição de um produto de cosmética". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão