Redução do desperdício de alimentos em supermercados: a contribuição do marketing verde

Abstract

Food close to expiration dates can generate financial losses, as well as huge environmental impacts. Research like green marketing (MV) can contribute to reducing food waste (AD). The case study investigates six supermarket chains. The results contributed by indicating that the AD in supermarkets caused the damage of suppliers to pre-production. This reduction generates excesses that need to be desired. Supermarkets do not cooperate, as they aim to obtain significant discounts. To deal with the problem, the contributed findings indicate that the supermarkets investigated apply actions focusing on the 4 P's. In addition, there is an ideal sequence starting with products, place, price and final price, promotions. First, supermarkets focus on identifying products with a short shelf life (SSL). Subsequently, these products are available in the marketplaces. In addition, the supermarkets surveyed place a lot of attention on the markets (layout, handling, management autonomy, since “retail is a detail”. From these actions, supermarkets can adjust SSL prices and promotions. In fact, the results they call attention to efficient pricing, as well as attention to the places where the offers are presented, also contribute to leverage sales (internal square), especially when this offer makes use of aggressive signage.