SOCIAL MARKETING AND SUSTAINABILITY: A CASE STUDY IN THE AGROINDUSTRY OF THE SEMI-ARID REGION OF BRAZIL
Keywords:
Agroindustry, Social Marketing, SustainabilityAbstract
Social marketing applied to sustainability in agro-industries in the semi-arid region is the central theme of this study, analyzed as a strategy for linking productive practices, socio-environmental responsibility, and territorial development. The research problem consists of understanding how social marketing contributes to the consolidation of sustainable practices in an agro-industry operating in a context of water scarcity and socioeconomic vulnerabilities. The objective is to analyze the contribution of social marketing to strengthening the environmental, social, and economic dimensions of sustainability in an agro-industry located in the semi-arid region of Paraíba. Methodologically, this is an applied research study with a qualitative approach for descriptive and explanatory purposes and, in terms of means, configured as a single case study, guided by the framework of social marketing and the triple bottom line. The research universe corresponds to the company Dinococo Agroindustrial, with an intentional sample composed of twelve employees from the administrative and operational sectors. Data collection involved documentary research, semi-structured interviews, and direct observation, with analysis through thematic content analysis, supported by IRaMuTeQ software. The results highlight the link between social marketing and cleaner production practices, water management, renewable energy use, and strengthening community ties, with positive impacts on eco-efficiency, social inclusion, and competitiveness. It can be concluded that social marketing acts as an integrating element of sustainable practices, although the absence of systematic indicators limits the objective measurement of its effects
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