Carolina Afonso has a degree in International Relations from Universidade Nova de Lisboa, a specialization from the Haagse Hoge School in the Netherlands and a master's degree in Marketing from the Instituto Superior de Economia e Gestão. She has worked in the IT sector for five years and is currently marketing director at ASUS Portugal.
Her main interests are marketing and ecology. The subject of her master's thesis is "The Portuguese green consumer: profile and purchasing behavior". She writes for various national publications on green marketing and consumer behavior. She is currently a columnist for the GreenGoods project, a portal on news and trends in the green market.
Many consumers, aware of the growing concern for the environment, have been questioning the products they buy and who they buy them from, leading to a change in attitude and trends in marketing.
Several international studies and surveys point to a green trend in marketing and the economy with the emergence of a new class of consumers who consume and prefer environmentally friendly products and whose demands and changes in consumption patterns have led organizations to rethink their strategies and positioning in order to include the sustainability component in their decisions.
But what exactly is green marketing? Who are these new consumers? What is their socio-demographic and psychographic profile? What are their values? What are the different green segments? What are green products? What is their life cycle? What changes have there been in consumption patterns and habits?
The purpose of this workshop is to contribute to a better understanding of the new marketing trends involving the consumption of green products, contributing to the development of more appropriate marketing strategies to reach this new market segment.
Programme:
19h00 - Reception & Networking
19h15 - "Workshop | Green Marketing", Carolina Afonso
20h15 - Debate
20h45 - EWMD Portugal - Upcoming Events - Filomena Ferreira
21h00 - Closing of the Seminar
Participation: Open to the public
Admission: Free, subject to seat availability