Green marketing and social and environmental practices in industries of Paraná

Abstract

Companies' concern with the environment and all the social issues involved in its process has become a constant in recent times. Because of this, new ways of managing the available resources are emerging. Green marketing fits in this context, which should be guided in environmentally friendly practices in order to generate more sustainable products and services, strengthening the corporate image and differentiating their brands on the market. The purpose of this study was to determine whether the major industries of Paraná are using green marketing practices and if they maintain social and environmental management projects. To meet these goals, a descriptive and quantitative research with 48 major companies indexed in the Brazilian Federation of Industries of Paraná was elaborated. The results obtained indicate that most companies have a formalized marketing department, keeps environmental management systems, and uses green marketing practices moderately.