O marketing verde no município de Mauá: o caso do parque ecológico Guapituba
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Data
2020
Autores
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Universidade Brasil
Resumo
Due to the disorganized economic development of certain spaces, especially urban
ones, the environment becomes more and more susceptible to damage caused by
companies, industries, organizations or even people who work there. Thus, it is
necessary and urgent to have a continuous and systematic reflection on alternative
ways to avoid or minimize such damages. It is proposed, here, to signal for the viable
possibility of using Green Marketing tools - allied to Communication and Environmental
Education - in order to prevent environmental problems. In specific terms, this survey
sought to show that Green Marketing is an alternative instrument to be used with a
view to future preservation and sustainable development of the Guapituba Ecological
Park, located in the city of Mauá, SP. To reach similar conclusions, initially, theoretical
readings on green marketing, management and environmental communication were
carried out. In parallel to these studies, on-the-spot visits were made for direct and
systematic observation of the space, fauna, flora, infrastructure, actions developed and
other elements of the Guapituba Ecological Park. In these opportunities, dialogue was
also established with employees and park managers, who provided information of
interest about the space under analysis. With data from both bibliographic research
and field research, it is possible to systematize some green marketing strategies that
can significantly contribute to the environmental preservation of the park. These
include: making a booklet, folders, creating the character “Arvorito”, new environmental
actions, guided visits, lectures, use of print, digital media (on social media and app, for
example), school contests , among others, all of these elements being part of a
grandiose Green Marketing, Communication and Environmental Education Plan
proposed for the Ecological Park Guapituba. It is estimated that with the eventual
implementation of this plan, the park will be able to promote and disseminate all its
importance to society and to the environmental cause.
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Palavras-chave
Preservação Ambiental, Gestão ambiental, Reservas ecológicas