Marca Amazônia: diferencial publicitário e mercadológico de produtos biocosméticos em uma indústria brasileira

Abstract

Society's concern for the environment has grown noticeably in recent decades. Thanks to statistics that affect or affect the daily lives of people in different regions of the planet linked to pollution, incorrect destination of waste generated, exacerbated consumption and an increasingly aggressive industry, there is a demand for public policies and actions and how much that aspect. To meet this new consumer linked to environmental issues, several companies access their products and services associated with adding value to them. Among this current of association in the Amazon was one of the main exponents, due to its importance, size and degree of conservation. One of the Brazilian companies that best use the pro-environmental discourse of Natura S / A, a larger company in the national cosmetics sector, which has a line that uses inputs from the national flora to produce products for various cosmetic purposes, an Ekos line. The objective of this research was to understand how a brand from the Amazon, with a sustainable value, is used as a public and market differential for biocosmetic products in a Brazilian industry. This is an exploratory research with a multimedia approach. The instruments used were semi-structured interviews and social scale. 90 people participated in this study (30 company resellers and 60 consumers of the Ekos line), residents of Manaus and above 18 years of age. An inventory of the company's 2019 catalogs was carried out, as well as other advertising pieces such as its website and videos to analyze how it presents its speech to its customers. Subsequently, the data generated by the interview were submitted to Content Analysis, after categorization, Descriptive Analysis was performed; the social scales were worked from the Exploratory Factor Analysis and Simple Descriptive Analysis. All quantitative analyzes were performed using the SPSS (Social Package for Social Sciences) program. The results revealed that the profile of the group of resellers was composed mainly of women (97%) with complete high school education and whose income from the sale of these products is a way of complementing income and financial independence. Consumers of the line have notions of sustainability and concern for the environment, this fact can be explained by the high level of education presented, where 75% of respondents have higher education or more. However, when we analyze the reasons that influence the purchase of products in the line, 88.44% refer to financial factors, the characteristics of the products and their effects and only 7.01% to factors related to the environment, showing that even though aware of environmental causes, consumers do not consider them as determining reasons in their purchase decision.