In this article it is investigated the relationship between advertising and sustainability by evaluating the perceptions of employees of advertising agencies in the Pan-Amazon region using pre-defined indicators. Seeking to identify the level of environmental practices adopted by advertising agencies toward the goal of building a sustainable society, it was interviewed advertising professionals about whether they saw themselves as contributing to changing consumer society towards a new society based on economic efficiency, social equality and ecological equilibrium. To answer these questions it was used quantitative survey data complemented by qualitative research using in-depth interviews. Results suggest that, from the point of view of advertising professionals, advertising agencies do not have much interest in contributing to a more sustainable society. Moreover, our research showed how the lack of strong ties within advertising trade associations further contribute to the weakness of efforts aimed at this area.
Associated Projects
TEAM MEMBERS
Marcio David Macedo da Silva
Author
Federal University of Para
Ligia Terezinha Lopes Simonian
Author
Federal University of Para
Citation
ISSN
:
1824-2049
Publication Name:
Journal of Science Communication
Volume:
15
Number:
5
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