Sustainability in the brazilian timber housing virtual market

IF 0.3 Q4 ENGINEERING, ENVIRONMENTAL Revista Habitat Sustentable Pub Date : 2023-06-30 DOI:10.22320/07190700.2023.13.01.02

Victor Almeida-De Araujo, Juliano Souza-Vasconcelos, Sheyla Mara Baptista-Serra, A. Christoforo, J. Paliari

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Abstract

Timber housing is a sustainable bioresource-based alternative to traditional construction with masonry and steel, and recent studies have shown that this sector in Brazil has hundreds of timber housing SMEs. This exploratory study, while analyzing this population, evaluated the profiles available on Instagram®, observing their business strategies and what they have disclosed to clients on sustainability benefits and issues. All the available corporate profiles were surveyed, and a significant sample of about 80% of a sector was compiled, from a market currently formed by over 400 companies. However, about 70% of these Brazilian companies still do not adequately explore sustainability issues in their timber housing products and service, evidencing an incipient scenario. Moreover, there is a clear opportunity to leverage the arguments posted on their Instagram® profiles as an affirmative awareness strategy. Although some justifications were suggested to convince domestic customers to consider timber housing, this virtual market has a lot of room for improvement.

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巴西木材住宅虚拟市场的可持续性

木材房屋是一种可持续的基于生物资源的建筑，可以替代传统的砖石和钢铁建筑，最近的研究表明，巴西的这个部门有数百家木材房屋中小企业。这项探索性研究在分析这一人群的同时，评估了Instagram®上可用的个人资料，观察了他们的商业战略以及他们向客户披露的可持续性利益和问题。调查了所有可用的公司资料，并从目前由400多家公司组成的市场中收集了一个行业约80%的重要样本。然而，这些巴西公司中约有70%仍然没有充分探索其木材房屋产品和服务的可持续性问题，这表明情况刚刚开始。此外，有一个明显的机会来利用他们在Instagram®个人资料上发布的论点作为一种积极的意识策略。虽然提出了一些理由来说服国内客户考虑木材房屋，但这个虚拟市场仍有很大的改进空间。

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