O valor simbólico da sustentabilidade e as formas de sua apropriação pelas empresas

O exemplo das marcas Prius, Natura e Patagonia

Bibliographic Data

ID15124276
AuthorsVivian Soares de Araujo (Universidade de São Paulo, corresponding author), Leidiane Alves De Farias (0000-0003-3642-4780, Universidade de São Paulo), Luiz Alberto De Farias, Marcos Henrique Bedendo (Escola Superior de Propaganda e Marketing)
Year2015
Volume18
Issue1
Publication date2015-06-15
Open AccessYes
TypeARTICLE
VenueComunicação & Informação (JOURNAL)
Journal identifiersISSN: 1415-5842 • E-ISSN: 2317-675X
PublisherUniversidade Federal de Goias (PUBLISHER • BR)
DOI10.5216/34514
OpenAlexW2285107526
LanguagePT
Citations received1
References cited6

Sustainability is an increasingly important issue in our society and organizations. The positive symbolism that it awakens generates interest from companies with many different profiles that incorporates sustainability in their speeches and actions with different approaches. The purpose of this article is to discuss the construction of the symbolism of sustainability and its use as a product claim for consumer goods companies. For this, we used a theoretical discussion and examples of appropriation of the concept by the marks Toyota Prius, Natura and Patogonia, which have different perspectives for the use of the concept of sustainability. As a value still evolving, we conclude that there are two paradigms that need to be broken for the adoption of sustainability: the symbolic paradigm, in which the reduction of consumption starts to be seen as symbolically positive, and the economic paradigm, in which the reduction of volumes sold by the companies needs to be a possibility

Appropriation · Business · Epistemology · Humanities · Social science · Sociology · Sustainability · Cognitive and psychological constructs research · Computer Science · Consumer Behavior in Brand Consumption and Identification · Environmental Sustainability in Business · Mathematics · Philosophy

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