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

Teresa Maria Dias Paiva; Vânea Garcia

doi:10.15628/holos.2016.4451

Authors

Teresa Maria Dias Paiva Unidade de Investigação para o Desenvolvimento do Interior, Instituto Politécnico da Guarda http://orcid.org/0000-0002-1721-9813
Vânea Garcia Câmara Municipal de Seia

DOI:

https://doi.org/10.15628/holos.2016.4451

Keywords:

sustainable development, green marketing, eco-label, eco2SEIA product

Abstract

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.

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Author Biographies

Teresa Maria Dias Paiva, Unidade de Investigação para o Desenvolvimento do Interior, Instituto Politécnico da Guarda

Professor at Guarda Polytechnic Institute (IPG), PhD in Management, specialization in Marketing, Consumer Behaviour area, holds a master's degree in Business Sciences, specializing in Strategic Management and Business Development and a degree in Economics. Is the Director of the Research Unit for Inland Development of Guarda Polytechnic Institute (IPG), since October 2010, Professor in the field of Management and Marketing, at Management and Technology School of High Education (ESTG) of IPG's, Director and Editor-in-Chief of Egitania Sciencia scientific journal, since September 2012. Co-founder of the ESTG Marketing Lab/IPG, where develops business/ marketing consulting work and marketing studies for different entities. Has experience is coordinating several scientific and applied research projects, co-financed of the Minister Foundation for Science and Technology and other European structural funds.

The researches interests are in the area of green consumption behaviour and entrepreneurship education.

In the area of consumer behaviour, develops activity in trends and product innovation, where develops different collaboration with others organizations as Inovcluster - Cluster Association in the area of Trends and Innovation. In this area of expertise was responsible for the Trends Academy – Consumer Trends Observatory, in partnership with the company AYR Consulting, Trends and Innovation, created in November 2009 in the ESTG/IPG until November 2011, and co-author of the book of 2010 and 2011 resulting from consumer observation studies carried out. It has several scientific publications and presentations in innovation and green consumer behaviour and is the co-author of the book on Green Marketing published in Portugal and Brazil.

Vânea Garcia, Câmara Municipal de Seia

Mestre em Marketing e Comunicação

References

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Dias, Reinaldo. 2007. Marketing Ambiental - Ética, Responsabilidade Social e Competitividade nos Negócios. São Paulo: Atlas

Engel and Fofonka. 2011 “A importância do consumidor verde e ISO 14000”. Educação Ambiental em Acção, N.º 36

Golden, Jay S. 2010. An Overview of Ecolabels and Sustainability Certifications in the Global Marketplace. Corporate Sustainability Initiative Nicholas Institute for Environmental Policy Solutions, Duke University – North Carolina

Korteland, Marisa . 2007. “Eco-labelling: to be or not to be? Desirability of ecolabels from an environmental and poverty perspective”. CE Delft - Solutions for environment, economy and technology, Holand.

Kotler, Philip, Kartajaya, Herma and Setiwan, Iwan. 2011. Marketing 3.0, Do Produto e do Consumidor até ao Espírito Humano, Actual Editora, Lisboa

Ottman, J.; Stafford, P.; Hartman. B. 2006. “Green marketing myopia”.Environment. v.8,n. 5.

Paiva, Teresa and Proença, Reinaldo. 2011. Marketing Verde, Actual Editora, Lisboa