Environmental Law and Green Marketing: Perspectives for Sustainable Consumption

Objective: This study aimed to analyze the relationship between environmental law and green marketing, exploring its perspectives for sustainable consumption. Methodology: The research adopted a qualitative descriptive approach, with a sample made up of 15 professionals in the areas of environmental law and marketing. Results: Data collection was carried out through semi-structured interviews, and data analysis followed the content analysis technique. The results indicated that, although companies are increasingly paying attention to sustainability and green marketing, they still face significant challenges, such as internal resistance, the cost of adaptation and the practice of greenwashing. Furthermore, environmental regulation has proven essential to guarantee transparency in business actions. Conclusion: The conclusion points out that, to promote sustainable consumption, a joint effort between governments, companies and consumers is necessary, with an emphasis on environmental education and transparency in business practices, in addition to strengthening environmental legislation.