Posicionamento estratégico ambiental: o caso da Coopnatural.

Abstract

The socio-environmental awareness has created significant marketing opportunities for the creation of new business. Because of this business has adopted the environmental and social strategic planning, but they have found difficulties in identifying a strategy that meets their needs according to its contingency, demonstrating itself pessimistic in relation to environmental investments. The paper proposes the analysis of environmental positioning strategies adopted by companies in the sector of clothing from Campina Grande, from a study in CoopNatural. As the methodology was carried out a search of character exploratory, descriptive and qualitative, using a semi- structured interview as the primary means of survey data. The results showed that the companies that make up this sector, was able to incorporate an image of social and ecological responsibility, which links the organizational practices to the final product, and environmental investments that can generate economic returns, and become important sources of competitive advantage.