Environmentalmarketing: An analysis of national scientific production

Abstract

This research aims to identify the trends and directions of environmental marketing in Brazil, from a survey of national scientific production, the last ten years period (2006-2015) in order to identify possible evolutionary changes in the orientation and implementation of marketing. As methodology, the research adopted an exploratory character with a qualitative approach and the literature as collection instrument. In scientific journals of Directors of Brazil (Qualis A1 to B3) were searched all items with the subject matter "marketing". The results showed that the green marketing publications correspond to 6.88% of articles over the last ten years. With existing publications may be noted that many companies make use of green marketing only as another business strategy to gain market share or practice environmental management only when necessary as in the case of regulatory laws. Thus, based on Brazilian studies, it appears that environmental marketing is a source of competitive advantage, but is not yet part of the organizational culture. Therefoen, it presents a research agenda with some propositions in the feeling of contributing to the advancement of environmental marketing practice in companies.