SOCIAL MEDIA MARKETING AS A TOOL FOR SUSTAINABILITY IN BRAZIL, THE EUROPEAN UNION AND BULGARIA

Autores

DOI:

https://doi.org/10.18623/rvd.v23.n4.3618

Palavras-chave:

Circular Economy, Digital Platforms, Social Media Communication, Sustainable Marketing

Resumo

As mídias sociais e digitais tornaram-se ferramentas essenciais para a promoção da sustentabilidade e da economia circular. Elas são utilizadas de maneiras diferentes, dependendo das condições regionais. O objetivo deste artigo é comparar as atividades de marketing em mídias sociais para a promoção do desenvolvimento sustentável no Brasil e na União Europeia (UE), com foco especial na Bulgária como estudo de caso. Com base em fontes de dados secundárias, o artigo examina o impacto das estratégias de comunicação digital na conscientização e adoção da economia circular pelos consumidores. Os resultados destacam abordagens regionais distintas para o marketing digital da sustentabilidade.

Referências

Alanya, F. M. T., Jaimes, O. H. N., Flores-Sotelo, W. S., Tang, J. (2025). The evolution of social media marketing and its impact on the circular economy: business decisions in digital culture. Lex localis-journal of local self-government. ISSN:1581-5374 E-ISSN:1855-363X, Vol. 23, No. S6(2025) 2162

Belz, F. M., & Peattie, K. (2012). Sustainability marketing: A global perspective (2nd ed.). Wiley.

Bhatti, H.Y., Galan Ladero, M.M., Galera Casquet, C. (2023). Cause-related marketing: a systematic review of the literature. International Review on Public and Nonprofit Marketing. 20:25–64

Celestino, M. and Valente, V. (2022). The digital exclusion and the commitment to the sustainable development goals in Brazil. International Journal of Development Research. Vol. 12, Issue, 03, pp. 54961-54967

Chen Y, Kwilinski A, Chygryn O, Lyulyov O, Pimonenko T. (2021). The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels. Sustainability. 13(24):13679. https://doi.org/10.3390/su132413679

Deslandes, S.F. and Ferreira, V.S. (2025). Connective Embodied Activism of Young Brazilian and Portuguese Social Media Influencers. Youth. 5(1), 28, https://doi.org/10.3390/youth5010028

Dicheva, V. and Simeonov, S. (2025). State of transition to a circular economy of the republic of bulgaria. Eastern Academic Journal. ISSN: 2367-7384, pp. 22-30

European Commission. (2019). The European Green Deal

European Commission. (2020). Circular Economy Action Plan

European Commission. (2021). Communication strategy for the European Green Deal

European Environment Agency (EEA). (2021). Environmental statement

European Environment Agency (EEA). (2022). Environmental statement

Eurobarometer. (2021). Citizens' awareness and perception of EU Regional policy, retrived from https://europa.eu/eurobarometer/surveys/detail/2970

Greenpeace. (2020). Lessons from Brazil: People are at the Center of the Story, retrived from https://storytelling.greenpeace.org/story/1949/lessons-from-brazil-people-are-at-the-center-of-the-story/

Greenpeace Brasil. (2024). Annual report

Hartmann, P., Ibáñez, V. A., & Sainz, F. J. F. (2005). Green branding effects on attitude: Functional versus emotional positioning strategies. Marketing Intelligence & Planning. 23(1), 9–29, https://doi.org/10.1108/02634500510577447

https://akatu.org.br/en/

https://alpharesearch.bg/post/1017-obshtestveni-naglasi-noemvri-2023g.html

https://biomyc.eu/

https://cebds.org/en/noticia/jovens-liderancas-exigem-acoes-efetivas-pelo-clima/

https://cleantech.bg/en/home

https://feps-europe.eu/

https://foodobox.com/

https://www.gov.br/fazenda/pt-br/acesso-a-informacao/acoes-e-programas/transformacao-ecologica/novo-brasil-ecological-transformation-plan/featured-programs/national-plan-for-circular-economy

https://www.greenpeace.org/usa/forests/brazil-and-the-amazon-forest/

https://knowledge4policy.ec.europa.eu/home_da

https://texcycle.bg/en/eco-academy/

Johnstone, M. L., & Lindh, C. (2017). The sustainability-age dilemma: A theory of (un)planned behaviour via influencers. Journal of Consumer Behaviour. 17(3), 47–56. https://doi.org/10.1002/cb.1693

Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons. 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Kotler, P. & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing. 35(3), 3–12. https://doi.org/10.1177/002224297103500302

Lamberton, C. & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015. Journal of Marketing. 80(6), 146–172. https://doi.org/10.1509/jm.15.0415

Latoszek, E. (2021). Fostering sustainable development through the european digital single market. Economics and Business Review. 7/2021, Issue No 1, 68-89

Monteiro, L. and Capelari, M. Contextualizing Youth Climate Activism in Brazil: knowledge, motivations, and policy actions, preprint, retrived from https://www.ippapublicpolicy.org/file/paper/60cbea355ba1d.pdf

Ministry of Environment and Water (MOEW). (2021). National Waste Management Plan 2021–2028

Okeke, L. (2025). Social Media and Sustainable Consumer Behaviour in Electronic Commerce. African Banking and Finance Review Journal (ABFRJ). Volume - 19 Issue – 19

Pozzetto, E., Leoni, L. (2025). Communication of Circular Economy in the Public Sector in Bulgaria: a Study of Space, Agenda, Language, and Tools. Circ.Econ.Sust. https://doi.org/10.1007/s43615-025-00694-1

Rocca, R., Lawall, K., Tsakiris, M. et al. (2024). Communicating Europe: a computational analysis of the evolution of the European Commission’s communication on Twitter. J Comput Soc Sc 7. 1223–1274. https://doi.org/10.1007/s42001-024-00271-w

Rodriguez-Sanchez, C. (2023). The role of social marketing in achieving the planet sustainable development goals (SDGs). International Review on Public and Nonprofit Marketing. 20:559–571, https://doi.org/10.1007/s12208-023-00385-3

Rossini, P, Oliveira, V., Baptista, E., Stromer-Galley, J. (2021). Digital Media Landscape in Brazil: Political (Mis)Information and Participation on Facebook and WhatsApp. Journal of Quantitative Description: Digital Media. 1(2021), 1–27

Salles, D., Medeiros, P. M., Martins, B., Regattieri, L. and Santini, R. M. (2024). The Role of Social Bots in the Brazilian Environmental debate: An Analysis of the 2020 Amazon Forest Fires in Twitter. The International Review of Information Ethics. 33 (1). Edmonton, Canada. https://doi.org/10.29173/irie510.

Santini RM, Salles DG, Santos ML, Leopoldo Belin L, Ciodaro T. (2025). Anti-Sustainability Narratives in Chat Apps: What Shapes the Brazilian Far-Right Discussion About Socio-Environmental Issues on WhatsApp and Telegram. Journalism and Media. 6(2):85. https://doi.org/10.3390/journalmedia6020085

Scarpato, D and Simeone, M. (2020). Sustainable consumption: How does social media affect food choices?. Journal of Cleaner Production. Volume 277, 124036

Shim, D. (2024). Personalising climate change—how activists from Fridays for Future visualise climate action on Instagram. Humanities and Social Sciences Communications. 11(1), Article 1073. https://doi.org/10.1057/s41599-024-03556-7

Sipos, D. (2024). The Role of Social Media in Promoting Sustainable Brands: Influencing Consumer Perceptions and Behavior Towards Sustainable Products. Technium Sustainability. 8:1-11, DOI: 10.47577/sustainability.v8i.11741

Valencia-Contrera, M., Febré, N., Jiménez, D. C., Rivera-Rojas, F., Villa-Velasquez, J., Vergara, S. V., Lozano-Romero, A., Ardiles-Irarrazabal, R. A., Castro-Bastidas, J. Quintana-Zavala, M., Do Carmo Cruz Robazzi, M. L., Vilchez-Barboza, V., & Valenzuela-Suazo, S. (2024). Metodología INTEGRA para el desarrollo revisiones integrativas: origen, directrices y recomendaciones. Data and Metadata. 3, Article 401. https://doi.org/10.56294/dm2024.401

Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A co-alignment of marketing strategy and corporate philanthropy. Journal of Marketing. 52(3), 58–74. https://doi.org/10.1177/002224298805200306

Wickham RJ. (2019). Secondary Analysis Research. J Adv Pract Oncol. 2019 May-Jun;10(4):395-400.

Yang JZ, He Y, Feeley TH. (2025). Using emotional appeal to encourage recycle and reuse behaviors. Risk Anal. 2025 Jul 16. doi: 10.1111/risa.70083.

Downloads

Publicado

2026-02-18

Como Citar

Zlatanova-Pazheva, E., & Gigova, T. (2026). SOCIAL MEDIA MARKETING AS A TOOL FOR SUSTAINABILITY IN BRAZIL, THE EUROPEAN UNION AND BULGARIA. Veredas Do Direito , 23, e233618. https://doi.org/10.18623/rvd.v23.n4.3618

Edição

v. 23 (2026): Veredas do Direito, v. 23, 2026

Seção

Artigos

Licença

Submeto (emos) o presente trabalho, texto original e inédito, de minha (nossa) autoria, à  avaliação de Veredas do Direito - Revista de Direito, e concordo (amos) que os direitos autorais a ele referentes se tornem propriedade exclusiva  da Revista Veredas, sendo vedada qualquer  reprodução total ou parcial, em qualquer outra parte ou outro meio de divulgação impresso ou eletrônico, dissociado de Veredas do Direito, sem que a necessária e prévia autorização seja solicitada por escrito e obtida junto ao Editor-gerente. Declaro (amos) ainda que não existe conflito de interesse entre o tema abordado, o (s) autor (es) e empresas, instituições ou indivíduos.

Reconheço (Reconhecemos) ainda que Veredas está licenciada sob uma LICENÇA CREATIVE COMMONS:

Licença Creative Commons Attribution 3.0