Sustentabilidad en el mercado virtual brasileño de las viviendas de madera procesada
DOI:
https://doi.org/10.22320/07190700.2023.13.01.02Palabras clave:
industria de la construcción, estructuras de madera, estudios de mercado, sustentabilidadResumen
Las viviendas de madera procesada son sustentables y basadas en biorecursos, siendo una alternativa a la construcción tradicional de albañilería y acero y estudios recuentes han demostrado que este sector, en Brasil, cuenta con cientos de pequeñas y medianas empresas dedicadas a este tipo de vivienda. Este estudio exploratorio, a la vez que analizó esta población, evaluó los perfiles disponibles en Instagram®, observando sus estrategias de negocio y lo que revelan a sus clientes sobre los beneficios en cuando a sustentabilidad y asuntos relacionados a esta. Todos los perfiles corporativos disponibles fueron estudiados y se compiló una muestra significativa de alrededor del 80% de un sector, desde un mercado actualmente compuesto por más de 400 empresas. Sin embargo, alrededor del 70% de estas empresas brasileñas aún no exploran adecuadamente los temas de sustentabilidad de sus productos y servicios de viviendas de madera, lo que evidencia un escenario incipiente. Además, existe una clara oportunidad para aprovecharse de los argumentos publicados en sus perfiles de Instagram® como una estrategia de concientización afirmativa. Aunque se sugirieron algunas justificaciones para convencer a los clientes nacionales para considerar las viviendas de madera, este mercado virtual puede mejorar sustantivamente.
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