Marketing and sustainability: Consumer perceptions and marketing strategies applied to green marketing

• DOI: https://doi.org/10.22533/at.ed.5584132403048

• Palavras-chave: Green marketing, Greenwashing, Sustainability.

• Keywords: Green marketing, Greenwashing, Sustainability.

• Abstract:

  Due to the importance of the topic of sustainability today, this study addresses the strategies and concepts associated with green marketing. Topics such as segmentation, identifying sustainable market segments, marketing mix management and communication challenges regarding the relationship between consumers' willingness to pay more and sustainability are covered. The present study aims to analyze consumers' perceptions and willingness to purchase sustainable products and inherently adopt sustainability causes. The study highlights the sociodemographic profile of those who adopt sustainable practices in their daily lives. The analysis and processing of the primary data collected (n= 74) focuses on a univariate and multivariate descriptive analysis. From the results obtained, and for the present sample, it is possible to conclude that there is a high predisposition and positive attitude towards purchasing environmentally friendly products. Furthermore, on the one hand, gender has an influence on the degree of concern for the environment and the belief that our actions have an impact on climate change, on the other hand, age has no influence on attitudes and beliefs regarding to the environment.