Diagnosis of environmental marketing goods and services in the forestry sector Diagnóstico do marketing ambiental de bens e servi os do setor florestal

It was collected and subsequent analysed advertisements and advertising campaigns for companies of forest products and services in nine magazines and 91websites of the forest sector, seeking for advertising and marketing actions that had some kind of environmental appeal as environmental terms, symbols with environmental appeal, certification seal and image with environmental appeal. The “environmental term” is present in 85,9% of 157 forest advertisements from different segments. The forestry sector has embraced the environmental marketing as a tool to adapt to the market, to meet an increasingly more critical and aware of current environmental issues. doi: 10.4336/2012.pfb.32.70.105 Foram realizadas coletas e análises em propagandas e campanhas publicitárias de empresas de produtos e servi os florestais em nove revistas e 91 websites do setor, buscando propagandas e a es de marketing que tivessem algum tipo de apelo ambiental, tais como termos ambientais, símbolo com apelo ambiental, selo de certifica o e imagem com apelo ambiental. O “termo ambiental” está presente em 85,9 % das 157 propagandas pertencentes a diversos segmentos florestais. O setor florestal tem adotado o marketing ambiental como ferramenta de adequa o ao mercado, com o intuito de atender uma sociedade cada vez mais crítica e consciente das problemáticas ambientais atuais. doi: 10.4336/2012.pfb.32.70.105