Cultura e ambiente
: plano de negócio para uma agência de marketing e comunicação verde

  • Maria João Moutinho da Silva (Student)

Student thesis: Master's Thesis


The theme of environmental awareness has gained increasing prominence in the agendas of countries and, consequently, has marked the reality of the current market. More and more companies are including concepts such as sustainability, sustainable development, ecological footprint, among others, in their discourse. In the context of an organisation, brands mirror its values and, therefore, influence the customer's perception of the set of products and services. In fact, both at national and international level, companies are starting to adapt their positioning considering the new market needs. The ability of a brand to keep up with this change can mean a competitive advantage and a distinctive factor. Several questions arise related to the real mission of brands from the moment they include a sustainable appeal in their discourse. Are brands developing a "green" speech with the intention of adding greater economic value and further promoting consumption? Or are they approaching this theme to raise consumer awareness? Is the integration of sustainability thought out strategically? What is the role of marketing and communication? This project aims to study how companies can, through culture, approach consumers and engage them in dialogue about the environment. It presents itself as a contribution to a more transparent management of green brands and their discourse, through reflection on the relationship between cultural agents and brands for the work of individual and collective awareness on the environmental issue, and by studying the relationship between economic, social, and ecological development as a result of production and consumption practices and environmental discourse. In this sense, the present work presents a business plan for the creation of the Green & Digital Agency, whose mission is to promote changes in the behaviours and values of society for a coherent, sustainable, and transparent green transition, integrating marketing and communication with cultural and social dialogue. The final objective is the creation of a company, based on this business model proposal, in the short term future.
Date of Award29 Nov 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorLuís Teixeira (Supervisor) & Luís Miguel Girão (Co-Supervisor)


  • Sustainable development
  • Green marketing
  • Green communication
  • Green branding
  • Green consumer
  • Cultural marketing
  • Marketing strategy
  • Business plan


  • Mestrado em Gestão de Indústrias Criativas

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