Práticas de marketing verde em empresas nordestinas que ofertam o produto de sistemas de energia solar fotovoltaica

Abstract

The current market scenario is one of intense competition. There are strategies for brand positioning that help companies to excel in this environment. Green marketing is one of these tools, as it is a marketing strategy with a focus on the advantages, or the absence of harmful effects, of products and services in their production processes and in the positioning of organizations in relation to the environment. Thus, this academic work aims to assess the extent to which Northeastern companies that offer the product of the photovoltaic solar energy system use green marketing in the context of their offerings. For this, an empirical, descriptive research with analysis of data of a quantitative nature was used by formulating a questionnaire so that companies in the research universe could answer the questions developed, based on the study of the theoretical framework of the academic work. With the answers, it was possible to evaluate the profile of the companies, dimension their green marketing compounds, and what were the practices of this marketing strategy that occurred in these organizations. Thus, despite the limitations of this academic work, this contributed to a survey of more information and analysis of green marketing in the organizational scenario, mainly in the sector of supply of photovoltaic solar energy systems in Northeast Brazil.