Resumo

CHACON PAEZ, Irma; PINZON VARGAS, Ana C; ORTEGON CORTAZAR, Leonardo  e  ROJAS BERRIO, Sandra Patricia. Scope and management of carbon footprint as a driving force of branding for companies implementing these environmental practices in Colombia. estud.gerenc. [online]. 2016, vol.32, n.140, pp.278-289. ISSN 0123-5923.  https://doi.org/10.1016/j.estger.2016.08.004.

This research aims at exploring the use of the carbon footprint (CFP) as a tool for brand building for companies in Colombia. A method of exploratory design with in-depth interview technique was implemented. Among the results found, the ecological marketing and branding are an opportunity for the positioning of companies using the CFP, even though the decision to present this as a differential or a competitive advantage is not included in future projects companies subject to this study, as there are external factors that could change or harm their image, contrary to what was previously indicated by the literature in this field. Future research line should explore the consumer's perspective and analyze international market compared with Colombian dynamics.

Palavras-chave : Ecobranding; Ecological marketing; Carbon footprint; Branding.

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