O aumento da demanda mundial por fontes alternativas de energia tem evidenciado o Brasil como ator relevante no mercado internacional, em função de seu histórico e capacidade produtiva de etanol. Porém, apesar de ser um mercado promissor e de alto interesse, também é um mercado bastante exigente em relação às questões ambientais que englobam seu sistema produtivo. O marketing ambiental se apresenta como uma ferramenta importante para garantir ao mercado consumidor de que essas questões ambientais estão sendo bem geridas. Entretanto, muitos são os questionamentos quanto ao que está sendo comunicado. Entre as principais formas de se aumentar credibilidade do processo de marketing ambiental, apresenta-se a utilização de certificações socioambientais. Assim, esta pesquisa se propôs a analisar as principais iniciativas de certificações socioambientais para o etanol brasileiro à luz do marketing ambiental. Por meio de entrevistas com 14 especialistas envolvidos com a questão do mercado internacional de biocombustíveis, produção de etanol e sustentabilidade, foi possível formar um padrão de análise das certificações, composto pelos: princípios de boas práticas para certificações socioambientais, demandas ambientais do mercado consumidor e critérios ambientais intrínsecos do sistema produtivo de etanol. A partir desse padrão, foram analisadas as principais iniciativas de certificação, que apontaram um melhor desempenho das iniciativas Roundtable on Sustainable Biofuels e Better Sugarcane Initiative para dar credibilidade para o processo de marketing ambiental do etanol brasileiro. / The increase of global demand for alternative energy sources has made Brazil an important player in the international market, due to its history and ethanol´s production capacity. However, despite being a promising and highly interesting market, it is also a very demanding market in consideration to the environmental issues that include their production system. The environmental marketing presents itself as an important tool to ensure the consumer market that these environmental issues are being well managed. Meanwhile, there are many questions about what is being communicated. Among the main ways for increasing environmental marketing´s process credibility, there is a social environmental certification. Thus, this research aimed to analyze the main social environmental certification initiatives for the Brazilian ethanol through the eyes of environmental marketing. Through interviews with 14 experts involved with the international market for biofuels, ethanol production and sustainability, it was possible to form an analysis\' standard of certifications, formed by: principles of good practices for social environmental certification, environmental demands of the consumer market and environmental criteria intrinsic ethanol production system. According to this standard, we analyzed the main certification initiatives that pointed to a better performance of the Roundtable on Sustainable Biofuels initiatives and Better Sugarcane Initiative to provide credibility to the process of environmental marketing of Brazilian ethanol.

In recent years, the general awareness of the environmental impacts that industrial production gives rise to has radically increased throughout the world. Finding ways to minimise these impacts has become a major concern of the authorities in many countries. In order to promote a more sustainable industrial production, different incentives can be used. Among these incentives, the consideration of environmental issues in public procurement is increasingly being emphasised. While much attention regarding sustainable procurement has centred on the purchase of products, this thesis focuses on green procurement of construction contracts. The construction industry is a major contributor to environmental pollution. It consumes about half of all resources humans take from nature and accounts for about 25 – 40 per cent of all energy used and about 30 – 50 per cent of all waste generated in OECD countries. In the procurement of products, the environmental impacts of the available products can be estimated and compared, for example by using tools such as life cycle assessments. When construction contracts are procured, assessing the suppliers’ environmental capabilities can be more challenging, as the contract to be procured has not yet been performed. However, at the same time, there are considerably more opportunities to steer the construction towards more environmentally friendly alternatives. In the thesis, it is suggested that the environmental requirements and the environmental criteria for tender evaluation should be used in combination, in order to safeguard environmental performance in the construction project and at the same time stimulate a green development within the industrial sector. In addition, the role of the client in ensuring that the environmental requirements are fulfilled during construction work is emphasised. / QC 20101125

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