Efeitos da sustentabilidade ambiental na intenção de compra Business to Business (B2B): Um estudo no mercado Cearense de cimento

Abstract

The objective of this article is to investigate the notion of centrality and the effects of environmental sustainability in the intention to buy Business to Business (B2B) in relation to cement with the construction companies of the city of Fortaleza / CE. Thus, it was established as a presupposition that, in the civil construction industry, cement is seen as a central attribute and this does not influence the image of strength / resistance / durability of the entire project. energy consumption in the cement industry will continue to increase due to market growth, and industries must seek mechanisms to reduce the environmental impact of their activities through sustainability actions that contribute to society, the environment and create value for the business. It is necessary to involve stakeholders to reposition, in the environmental dimension, the cement industry, with green marketing that integrates transformative changes that create value for individuals, society and the natural environment. The descriptive, bibliographic and qualitative research method was used as methodological proposal, through interviews with engineers of the construction companies in the city of Fortaleza. The results indicated that the interviewees perceived the attribute centrality of cement and ecological cement.