O caso de uma empresa de cosméticos: A influência da sustentabilidade nas vendas dos produtos
Keywords:
Sustentabilidade, Responsabilidade Social, Marketing Social.Abstract
Após muitos anos de destruição dos recursos naturais existentes, as empresas estão buscando uma “identidade verde” que demonstre a sua preocupação com o meio ambiente e com os ecossistemas. Sabe-se que a sustentabilidade está intimamente ligada à continuidade dos aspectos econômicos, sociais, culturais e ambientais da sociedade humana. Assim, a melhor forma de aliar lucratividade à preservação do planeta é vender a ideia de produtos que não poluam o meio ambiente, que beneficiem comunidades menos favorecidas e que promovam a sustentabilidade e a responsabilidade social. Neste sentido, este artigo pretende investigar o impacto do desenvolvimento sustentável praticado por uma empresa de cosméticos em relação às vendas e de que forma esta prática influencia as suas consultoras. Quanto à metodologia, a pesquisa caracteriza-se de natureza quantitativa, quanto aos objetivos do tipo descritiva, sendo desenvolvida por meio de um estudo de caso. O instrumento utilizado para a coleta de dados foi um questionário, composto por treze perguntas fechadas, aplicado nas consultoras em uma reunião do grupo. Como resultados, verificou-se que apesar da sustentabilidade ser um tema bastante atual, ele ainda não é explorado da forma como poderia pelas consultoras, pois as mesmas ainda não sabem agregar este valor às suas vendas.
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