Proposal for a practical class of field research on green marketing: forming conscious managers

Nathália Troncoso Orlandi Zantut, Walter Barrella


This work proposes a practical fieldwork class for university teachers. The proposal focuses on courses in Advertising and Marketing, Publicity and Administration, but can be applied to other areas of knowledge who wish to discuss the topic of sustainability and green marketing into their curriculum. The article discusses concepts of consumer behavior and green marketing and has a suggestion of work divided into six stages, containing lectures and classroom practice, field research , seminary presentation and discussion of the results obtained by the students . Through research, students can detect green consumer profile of the region and conscious consumption habits and the teacher can evaluate them in relation to the concepts of market research and sustainability, in order to form committed managers with environmental issues.

Key words: Green Marketing, Field Research, Classroom Practice , Sustainability

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