Environmental Education and Green Marketing as Mechanisms for Sustainable Awareness
Year: 2024
Type: article
Abstract: Objective: The objective of the research was to investigate the performance of environmental education and green marketing as mechanisms of sustainable awareness, seeking to understand their interrelation and impact on the promotion of responsible practices on the part of consumers. Methodology: The research used a qualitative approach, characterized as exploratory and descriptive. The sample was composed of 25 marketing managers from companies that apply green marketing strategies. The data were collected through in-depth interviews and analyzed using the technique of discourse analysis. Results and Analysis: The results revealed that environmental education is key to empowering consumers to make informed and informed decisions. Green marketing, in turn, has proven to be an effective strategy for communicating sustainable actions, underlining the importance of transparency and authenticity in building consumer confidence. In addition, the analysis highlighted that the integration between environmental education and green marketing is crucial as it allows businesses and consumers to become allies in promoting a culture of sustainability. The research also indicated that the ongoing commitment of companies to sustainable practices is essential for the effectiveness of these initiatives. Conclusion: In conclusion, the research showed that, for green marketing and environmental education to be effective, a continuous commitment of companies to adopt sustainable practices in a structured and strategic manner is necessary. The integration of these approaches promotes a sustainable awareness that benefits both organizations and society, reinforcing the importance of collaborative actions in search of a more balanced and responsible future in relation to the environment.
Authors: Larissa Cristina Neto de Moraes, Maira Danuse Santos de Oliveira, Keithy Juliane de Oliveira, Brunno Bonomo, Daniel Ferreira Campos, Belmiro do Nascimento João, Nícolas Matheus da Fonseca Tinoco de Souza Araújo, Christian Ricardo Silva Passos, Ana Verônica Silva do Nascimento, Adelcio Machado dos Santos, David Francisco Vieira Leite, Hyasnaia Luanna Barros de Oliveira Silva Lima
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405132564