“Percepção dos clientes de uma microempresa de moda na promoção da educação ambiental e turismo sustentável na Amazônia”

Abstract

The main objective of this study is to analyze how green marketing practices influence customers' perception of value, using as a case study an online fashion micro-company in Manaus. The brand was chosen because it stands out in the integration of sustainability, environmental and socio-environmental education, through prints that represent the fauna, flora and traditions of the Amazon, as well as external collections for adventure tourism, promoting environmental, cultural and tourist conservation of the region. The research carried out a quantitative approach, using documentary analysis of the brand's initiatives and applying a semi-structured questionnaire on social networks, a list of customers and contacts of this public, aimed at 57 respondents. The specific objectives included investigating the projects developed by the brand, evaluating campaigns and collections, and analyzing how green marketing strengthens the image of the Manaus micro-company in the perception of its customers, and the promotion of sustainable tourism and environmental education. The results showed that 96.5% of respondents consider fashion to be an effective awareness tool and 85.2% believe that the brand contributes significantly to environmental education in the Amazon. Furthermore, 90.7% of participants said they felt motivated to support conservation initiatives in the region after learning about the microenterprise's projects. It is concluded that the brand's alignment with the principles of green marketing not only strengthens its image as a company committed to the conservation of the Amazon, but also positively influences the behavior of its customers, promoting sustainable tourism practices and socio-environmental responsibility. It is recommended that the brand expand its communication strategies to reach an even larger audience and increase engagement with its environmental projects.