Consumo consciente e ações de marketing social e ambiental: o caso “Saco é um saco” do Brasil

Abstract

The Ministry of the Environment of Brasil, a federal public agency, basically responsible for the national environmental policy, proposed the "Saco é um Saco" educational campaign that sought, through social and environmental marketing to promote debate in Brazil about the tragedy impact caused by excessive consumption of plastic bags, engaging consumers and retailers to reduce their use.

This paper analyzes the initiative of the educational campaign that uses the environmental marketing tool, as a change in the way companies do business demanding that they have responsibility and environmental commitment, as well as, social marketing to mitigate problems in relation to use of the plastic bags, contributing to their conscious consumption.