O marketing verde no município de Mauá: o caso do parque ecológico Guapituba

Abstract

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.