Projeto de edificações com apelo sustentável: Análise de obras de alto padrão em Goiânia-GO

Abstract

Sustainability in civil construction has become essential to mitigate environmental impacts, promoting the efficient use of natural resources and more environmentally friendly technologies in order to contribute to the growing urgency of environmental issues and the imperative need to promote a more balanced, responsible and integrated development model for the preservation of natural resources. However, in the context of the real estate market, concern about the authenticity of these practices is still incipient, which raises profound questions: are the techniques applied in construction truly sustainable or are they merely marketing strategies to attract consumers? Thus, the objective of this research is to analyze the sustainable techniques proposed in high- standard buildings in the city of Goiânia-GO, with the purpose of verifying whether the applied methods meet the sustainability criteria established in internationally recognized environmental certifications or whether they are merely marketing strategies. Chapter 1 is dedicated to the literature review, providing the theoretical basis necessary for the development of the entire research. Three buildings were selected from the projects of two of the most prominent construction companies in the capital, and the sustainable construction techniques applied in these buildings were inventoried. For the analysis, advertising materials and other available/public documents from the selected companies were examined. The investigation of actual sustainable practices involved comparing the alternatives indicated by the construction companies as sustainable or “green” differentials with the sustainability criteria defined in the standards and checklists of the LEED (Leadership in Energy and Environmental Design) environmental certification, GCB Condominium category. The final product of the research is a scientific article, which comprises Chapter 2, where it was concluded that the high-standard buildings in Goiânia-GO that were analyzed and claim sustainable practices according to the GBC Condominium certification actually implement strategies to reduce environmental impacts, due to the intense demand and rigorous evaluation of the certification on the environmental performance of the actions adopted. However, it was noted that sustainability is often used as a marketing strategy, prioritizing aspects that increase commercial value instead of a true environmental commitment, in addition to the lack of transparency in information about the sustainable measures applied, which compromises the credibility of sustainable practices. For future research, an analysis of the influence of marketing strategies on the public perception of sustainability is suggested, aiming to identify gaps and promote genuine engagement in environmental practices in real estate projects.