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ETDs @PUC-Rio
Estatística
Título: GREEN MARKETING STRATEGIES: ANALYSIS OF SPORT FOOTWEAR BRANDS
Autor: GABRIELA PEREIRA LEAO DE SOUZA
Colaborador(es): MARCOS COHEN - Orientador
Catalogação: 30/SET/2024 Língua(s): PORTUGUESE - BRAZIL
Tipo: TEXT Subtipo: THESIS
Notas: [pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio.
[en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=68230&idi=1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=68230&idi=2
DOI: https://doi.org/10.17771/PUCRio.acad.68230
Resumo:
The concern for a greener production and more consciousness consumption is increasingly present in global discussions across all industries, including the sports footwear industry, which produced approximately 20 billion pairs of shoes in 2023. The focus on health and the growing visibility of sports activities contribute to the consumption and waste growth generation in this sector, ultimately compromising environmental sustainability. The use of green marketing strategies aims to conceptualize the design, production, and consumption of products in a sustainable manner, through the elements of the marketing mix, throughout the product lifecycle. Therefore, this research aimed to analyze and compare green marketing strategies adopted by major brands in the sports footwear segment using the 4Ps of the marketing mix and evaluate whether they are perceived as effective by the market. To achieve the proposed objectives, a qualitative approach of multiple case studies was employed by analyzing publications from independent organizations in the sector as well as reports, videos, and interviews published by the analyzed sports brands. The study identified that all studied brands implement green marketing strategies, but at different levels of maturity, and not throughout the lifecycle of the products, nor even for all products within their lines, leading to varying perceptions of the effectiveness of these strategies by the market.
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