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Marketing “verde": conceptualização teórica e abordagem da distribuição moderna retalhista alimentar em Portugal
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Com o presente artigo pretendemos, fundamentalmente, abordar e desenvolver a relação entre marketing empresarial e ambiente, com especial realce para o sector da Distribuição Moderna Retalhista de produtos de base alimentar e genérica em Portugal. Para tal, iremos fazer uma conceptualização teórica sobre marketing “verde” e resumir e descrever os resultados que encontrámos no âmbito de um estudo empírico sobre a influência actual das questões ambientais nas actividades de marketing das empresas da área de negócios da Distribuição Moderna Retalhista Alimentar em Portugal.
This paper intends to build and develop an approach concerning the relationship between the marketing activities of companies and the natural environment, focusing on the companies operating in the Modern Food-Based Retailling area in Portugal. A theoritical basis about environmental marketing is exposed to serve as a basis for the consequent description and sintesis of most of the findings we've reached in an empirical investigation conducted to determine the actual and future influences of environmental issues in such business area marketing activities.
This paper intends to build and develop an approach concerning the relationship between the marketing activities of companies and the natural environment, focusing on the companies operating in the Modern Food-Based Retailling area in Portugal. A theoritical basis about environmental marketing is exposed to serve as a basis for the consequent description and sintesis of most of the findings we've reached in an empirical investigation conducted to determine the actual and future influences of environmental issues in such business area marketing activities.
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Instituto Superior de Economia e Gestão