Meu humano voltará? a problemática do abandono animal na perspectiva do marketing macrossocial

• Ano de defesa: 2023
• Autor(a) principal: Silva, Achilem Estevam da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal da Paraíba; Brasil; Administração; Programa de Pós-Graduação em Administração; UFPB
• Palavras-chave em Português: Marketing social - Abandono de animais; Macromarketing; Marketing macrossocial; Social marketing - Animal abandonment; Macrosocial marketing; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://repositorio.ufpb.br/jspui/handle/123456789/26397

The problem of animal abandonment is still common and causes damage in the most diverse areas of society, such as public, social, ecological and economic health, in addition to animal welfare. Thus, the present study aimed to identify the interactions of institutions and actors that constitute the scenario of animal abandonment from the perspective of macrosocial marketing, in order to identify actions that promote the reduction of this problem. To discuss the problem of abandonment of domestic animals, initially there was an understanding of the literature on the conceptualization, application and the main discussions conceptualizing macromarketing, social marketing and macrosocial marketing, and finally, presenting the problem of abandonment of domestic animals and its effects. The methodology used is configured in a qualitative approach with explanatory objectives in order to connect ideas for understanding the causes and effects of the problem through the Soft System Methodology (SSM) methodology. main actors/institutions of the analyzed scenario and participant observation. Thus, the combination of the soft SSM methodology and the macrosocial marketing approach made it possible to express the problematic situation based on the rich representation of the scenario by the actors involved, who proceeded to identify possible urgent and relevant systems for generating changes at the macro level by through participatory learning to propose a homogeneous public policy for municipalities, considering the social and economic context of the region. With this, the main results show existing divergences between the actors and institutions of the scenario of animal abandonment in the cities of Areia and Remígio with regard to the interpretation and actions in the face of the problem. In view of this, suggestions were listed and refer to alternatives for improving communication, limiting financial and personnel resources to ensure the development of the conceptual model, which identifies urgent and relevant systems and efficient program actions for collection planning of financial resources, for castration and for delimitation and application of legislation, advancing in social and practical contributions by promoting findings for the development of animal management systems with a focus on orderly short, medium and long term measures, involving all stakeholders co-creating the processes for a collective and collaborative impact on the multilevels. In addition, the findings are important theoretical results, as they advance in the study of analytical and propositional social marketing, in addition to contributing with fundamental information for understanding a little-studied context, through the existing political and practical evidence in the scenario studied by this research, that corroborate the determinants that constitute the animal abandonment process in Brazil.