Published November 24, 2022 | Version v1
Journal article Open

O marketing verde como instrumento da sustentabilidade ambiental – A campanha, "O futuro do planeta não é reciclável" da empresa portuguesa EGF

  • 1. Instituto Superior de Contabilidade e Administração do Porto


The concern with sustainability and the environment encourages green marketing to play a fundamental role in business management and in society. In this context, the Portuguese company EGF and its concessionaires have developed work with their stakeholders.  In addition to campaigns to raise awareness of the population, EGF promotes programs, social events and volunteering actions, in order to involve and be closer to society and motivate it to move towards a more sustainable planet. This paper aims to analyze the campaign developed by EGF, "The future of the planet is not recyclable" and appeal to the awareness of society, given the contribution of green marketing to the problem of environmental sustainability.


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