ESG, pacto global e agenda 2030: proposição de framework baseado no marketing social e pesquisa transformativa do consumidor
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https://doi.org/10.5902/1983465992510Palavras-chave:
Marketing social, Pesquisa Transformativa do Consumidor, ESG, Pacto global, Agenda 2030Resumo
Propósito: Propor um framework que sistematize as relações entre Marketing Social, TCR e as práticas sustentáveis (ESG, Pacto Global e Agenda 2030), destacando seus pontos fortes, fracos e implicações para o desenvolvimento sustentável, com base no estado da arte da literatura e sugestão de agenda de estudos futuros com aplicações acadêmicas e gerenciais.
Desenho/Metodologia/Abordagem: Foi realizada uma análise conceitual, fundamentada em uma revisão sistemática da literatura que aborda as práticas sustentáveis de gestão à luz do Marketing Social e da Transformative Consumer Research (TCR). O protocolo SPAR-4-SLR foi empregado como método de revisão sistemática para orientar o planejamento de novas pesquisas para promover o avanço do conhecimento e respaldar novas reflexões baseadas no estado da arte atual.
Resultados: Dos 81 artigos analisados, observa-se predominância de métodos quantitativos, com aumento de publicações em 2023 e 2024. Há lacunas na definição, mensuração e aplicação de práticas sustentáveis, com destaque para a falta de métricas padronizadas em ESG, aplicabilidade limitada do Pacto Global a pequenas empresas e desafios na adaptação local da Agenda 2030.
Originalidade/Valor: O framework proposto integra Marketing Social e TCR às práticas sustentáveis, evidenciando como ESG, Pacto Global e Agenda 2030 podem transformar comportamentos de consumo e alinhar organizações às demandas socioambientais, além de evidenciar os pontos fortes e fracos e sugerir uma agenda de pesquisa futura sobre o tema. A análise destaca a necessidade de métricas padronizadas e abordagens colaborativas para avançar o desenvolvimento sustentável.
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