MARKETING VERDE: UMA REVISÃO DOS ARTIGOS PUBLICADOS NO PERÍODO DE 2012 A 2022

Abstract

This article deals with a topic that has been gaining strength in the market, green marketing. This theme is a branch of marketing, which explains environmental and sustainable issues along with commercialization. This subject has been addressed for years and has been growing since the 1970s. The study developed in this work refers to an analysis of the last ten years on the subject, seeking to understand how this subject has been approached by organizations and how the authors emphasize the main ideas of environmental marketing. The objective of this article was to carry out a bibliographical review and outline an overview of this problem, based on articles that emphasize green marketing and that were produced.. The relevance of the theme is due to the current context that involves a change in the profile of consumers and market demand. Based on this review, we carried out an analysis of the selected articles, focusing on the objectives of each work, as well as identifying the authors who are cited recurrently. After this process, we identified that the theme has been relevant to the market, and it is possible to observe that the worked articles converge in similar approaches. Discussions range from production to delivery of the product to the final consumer, highlighting how important the subject is to ensure sustainability, as well as to generate greater competitiveness with customers who value this aspect, guaranteeing, above all, greater profits.