Sustentabilidade no mercado virtual brasileiro de casas de madeira
DOI:
https://doi.org/10.22320/07190700.2023.13.01.02Palavras-chave:
setor da construção, estruturas de madeira, estudos de mercado, sustentabilidadeResumo
As casas de madeira são uma alternativa sustentável e baseada em biorrecursos à construção tradicional com alvenaria e aço. Estudos recentes mostram que esse setor no Brasil é representado por centenas de PMEs focadas em casas de madeira. Este estudo exploratório analisou essa população por meio de uma avaliação dos perfis disponíveis na rede social Instagram®, observando suas estratégias de negócios e o que divulgavam aos clientes sobre benefícios e questões relativas à sustentabilidade. Todos os perfis corporativos disponíveis foram pesquisados e uma amostra significativa de cerca de 80% do setor foi compilada, em um mercado atualmente formado por mais de 400 empresas. No entanto, cerca de 70% dessas empresas brasileiras ainda não exploram adequadamente as questões da sustentabilidade em seus produtos e serviços de habitação de madeira, evidenciando um cenário incipiente. Além disso, existe uma clara oportunidade para aproveitar os argumentos publicados em seus perfis do Instagram® como uma estratégia afirmativa de conscientização. Embora algumas justificativas tenham sido sugeridas para convencer os clientes domésticos a considerarem a habitação de madeira, ainda resta muito espaço para melhorias nesse mercado virtual.
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Direitos de Autor (c) 2023 Victor Almeida-De Araujo, Juliano Souza-Vasconcelos, Sheyla Mara Baptista-Serra, André Luis Christoforo, José Carlos Paliari
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