Marketing e desenvolvimento de produtos inovadores verdes: uma revisão da literatura
Conteúdo do artigo principal
Resumo
Nos últimos anos o conceito de produto inovador tem se posicionado como uma tendência. O objetivo deste artigo é apresentar uma revisão de literatura orientada a três categorias temática dentro do conceito de produto inovador verde, a saber: marketing, cadeia de abastecimento e inovação. Com este propósito é definida uma metodologia para a revisão sob o padrão Prisma, com a qual se encontrou uma nutrida produção científica, em especial dentro da área do marketing, o que se conseguiu definir um grupo de subcategorias, tais como sensibilização ambiental, estratégias e consumidor. Os resultados permitem colocar o marketing verde como um mecanismo que pode gerar de modo consciente o posicionamento dos produtos inovadores verde no mercado.
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