ECO2SEIA – LOW CARBON GREEN LABEL PRODUCTS: A GREEN MARKETING STUDY CASE

Resumo

The importance of low carbon products has driven the Municipality of Seia, a small Portuguese town, to promote an eco-label for producers as a way to motivate this type of differentiation and as a means to distinguishing local products. Based on a literature review on sustainability, green marketing and environmental certification, this paper will address the way the community governance has designed its green strategy to launch this eco2SEIA eco-label – Low Carbon Products and how producers and consumers reacted and accepted this challenge. Demonstrating the importance of these actions on promoting the business and region sustainability, this paper also explains that, although the corporate social responsibility is a factor to be taken into account by companies, the investment in the green label as well as the impact on consumers did not meet the expectations. So, what went wrong is a question this paper proposes to answer.