2024-09-132024-09-132024-09-132023-12-14https://repositorio.ifal.edu.br/handle/123456789/728Environmental marketing focuses on promoting products and services, highlighting their sustainable characteristics and positive environmental impact. Through communication strategies, it seeks to attract consumers concerned about ecology, strengthening the company's image of environmental responsibility. The authenticity of the sustainable practices adopted is crucial to the effectiveness of environmental marketing, impacting consumer perception and influencing purchasing decisions favorable to sustainability. This work explores the importance of environmental marketing in contemporary companies, presenting success stories of Brazilian organizations in implementing ecological marketing. Furthermore, it highlights brands in Brazil that adopt this type of marketing, highlighting the positive aspects for companies. The bibliographical research used in this study analyzes communication strategies that emphasize companies' sustainable practices, exploring the interconnection between conscious consumption, social responsibility and consumer perception. The literature highlights the need for authentic environmental actions to build a positive image and attract consumers committed to sustainable values.Acesso AbertoMarketing ambientalPráticas sustentáveisMarketing ecológicoEnvironmental marketingSustainable practicesEcological marketingTrabalho de Conclusão de CursoCIENCIAS SOCIAIS APLICADAS