O uso da cultura amazônica como marca aliado ao marketing verde para destaque de empresas amazonenses: análise de uma empresa do interior do estado

Abstract

How can Amazonian identity associated with green marketing strengthen the brand of companies from Amazonas? This study sought to answer this question through the analysis of the EcoResort Cirandeira Bela, located in Manacapuru, small town of Amazonas. The research aimed to understand how the integration of sustainable practices and regional cultural elements contributes to the competitive prominence of enterprises in the region. A qualitative and quantitative approach was used, based on a literature review, a semi-structured interview, and a questionnaire applied to visitors. Although the results cannot be generalized, as this is a single case study, the findings showed that sustainability actions, such as the use of solar energy and waste reuse, strengthen brand credibility and consumer trust, while the valorization of Amazonian culture increases public identification and preference. It is concluded that the combination of green marketing and regional identity represents a competitive advantage and a promising path for enhancing the image of companies from Amazonas.