This article discusses about the principal points relatively to the theme environmental looking to point out the ecological worries as a macro-ambiental variable to be also considered in the strategical planning of the enterprises. We tried to understand the process of adaptation of the enterprises in Brazil to the new values of preservation of environmental, through adopted atitudes answering the pressure of the international organizations the government and the society.
Environmental management; sustentable deoelopmeni; clean technological; ecobusiness; green marketing; recycling