MARKETING AND ENVIRONMENTAL MANAGEMENT

Abstract

This Final Degree Project explores the evolving intersection of marketing and environmental management in response to the escalating environmental concerns of the late centuries. The introduction establishes the shift in societal values, emphasizing the need for businesses to embrace environmental responsibility through strategies like green marketing. The project delves into the critical role of corporate social responsibility (CSR), emphasizing how companies are adapting marketing and communication strategies to align with an environmentally conscious consumer base.

The historical context traces the genesis of environmental awareness, emphasizing the pivotal role of businesses in shaping societal attitudes towards eco-responsibility. The project highlights the emergence of green marketing in the late 1980s, fueled by consumer preferences for environmentally responsible products. Theoretical frameworks are explored, shedding light on the ideological shift and documented thinking surrounding environmental aspects. The study emphasizes the symbiotic relationship between companies and the environment, encapsulated in the concept of the Environmental Management System.

Furthermore, the project underscores the contemporary imperative for companies to adopt robust environmental strategies, dispelling the outdated notion that environmental management is an unnecessary expense. The evolution of this mindset is explored, emphasizing the growing expectation for corporations to authentically address environmental concerns. The ultimate aim is to unravel the intricate relationship between businesses and the environment, emphasizing the need for a respectful and sustainable coexistence.

Theoretical frameworks are examined to gain in-depth knowledge of the ideological shift towards environmental responsibility. The project emphasizes the symbiotic relationship between businesses and the environment, encapsulated in the concept of the Environmental Management System. It underscores the contemporary imperative for companies to adopt robust environmental strategies, dispelling the notion that environmental management is an unnecessary expense.

The project's key outcomes include insights into consumer concerns, the motivations behind the rise of environmental responsibility, and the consequences of effective or ineffective green marketing practices. By examining this dynamic interplay between economic activities and environmental stewardship, the project seeks to contribute to a deeper understanding of the imperative for businesses to navigate the green landscape to pursue a cleaner, more sustainable future.