A CONSCIÊNCIA ECOLÓGICA DO CONSUMIDOR E O GREEN MARKETING: UM ESTUDO DE CASO SOBRE AS PRÁTICAS DE MARKETING SUSTENTÁVEL NO BRASIL.

The profile of the Brazilian consumer, in contemporary times, is more focused on ecological issues and the various transformations that occur in their environment. These variables can be considered relevant in determining and adapting marketing practices adopted by companies, and are heavily used as obtaining competitive advantage factors. This paper aims to analyze the practices of sustainable marketing made by Whirlpool Latin America, owner of the brands Brastemp, Consul and KitchenAid, in Brazil. Still, this article aims to describe the benefits of green marketing as an element of differentiation for competitive advantage in its industry. This study used secondary data from the Sustainability Report 2012 Whirlpool Latin America, as well as relevant scientific works in the area. The discussion suggests that the main benefits arising from an ecologically correct positioning of the company, are to assist in the growth and strengthening of connections between consumers and businesses. Be classified as a green company, or environmentally friendly, or sustainable, can generate an extremely positive image with your target audience, and can even increase the rate of profitability of these companies. [ABSTRACT FROM AUTHOR]