English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

O perfil do consumidor brasileiro, na contemporaneidade, esta mais focalizado nas questoes ecologicas e nas diversas transformacoes que ocorrem em seu ambiente. Estas variaveis podem ser consideradas como relevantes na determinacao e adequacao das praticas de marketing adotadas pelas empresas, e que sao fortemente utilizadas como fatores de obtencao de vantagem competitiva. Este artigo tem como objetivo analisar as praticas de marketing sustentavel realizadas pela Whirlpool Latin America, detentora das marcas Brastemp, Consul e KitchenAid, no Brasil. Ainda, este artigo tambem visa descrever os beneficios do green marketing, como elemento de diferenciacao para obter vantagem competitiva em seu setor. Este estudo utilizou-se de dados secundarios a partir do Relatorio de Sustentabilidade 2012 da Whirlpool Latin America, bem como de artigos cientificos relevantes na area. A discussao aponta que os principais beneficios originados de uma postura ecologicamente correta da empresa sao o de auxiliar no crescimento e fortalecimento das conexoes entre os consumidores e as empresas. Ser classificada como uma empresa verde, ou ecologicamente correta, ou sustentavel, pode gerar uma imagem extremamente positiva perante seu publico-alvo e ainda pode aumentar a taxa de lucratividade dessas organizacoes. Palavras-chave: Green marketing. Consciencia ecologica. Consumidor. ABSTRACT The profile of the Brazilian consumer, in contemporary times, is more focused on ecological issues and the various transformations that occur in their environment. These variables can be considered relevant in determining and adapting marketing practices adopted by companies, and are heavily used as obtaining competitive advantage factors. This paper aims to analyze the practices of sustainable marketing made ​​by Whirlpool Latin America, owner of the brands Brastemp, Consul and KitchenAid, in Brazil. Still, this article aims to describe the benefits of green marketing as an element of differentiation for competitive advantage in its industry. This study used secondary data from the Sustainability Report 2012 Whirlpool Latin America, as well as relevant scientific works in the area. The discussion suggests that the main benefits arising from an ecologically correct positioning of the company, are to assist in the growth and strengthening of connections between consumers and businesses. Be classified as a green company, or environmentally friendly, or sustainable, can generate an extremely positive image with your target audience, and can even increase the rate of profitability of these companies. Keywords: Green marketing. Ecological awareness. Consumer behavior.

A CONSCIÊNCIA ECOLÓGICA DO CONSUMIDOR E O GREEN MARKETING: UM ESTUDO DE CASO SOBRE AS PRÁTICAS DE MARKETING SUSTENTÁVEL NO BRASIL