Abstract

URIBE AREVALO, Aura Janeth. THE RESPONSIBILITY OF GREEN MARKETING. Tend. [online]. 2023, vol.24, n.2, pp.288-306.  Epub May 09, 2023. ISSN 0124-8693.  https://doi.org/10.22267/rtend.232402.236.

The 20th century gave way to the postulates of green marketing, which to date have been strengthened, achieving a greater positioning in a more sensitive society, assuming a responsible consumption and with an attitude of solidarity and care for the environment. This is why companies are forced to implement strategies of responsibility and green marketing to obtain recognition and prestige before their consumers, for their good practices, in order to get closer to environmental and social commitments. The demands of the market require companies and their managers to adopt an environmental conscience in line with their actions. The new generations, being sensitive to sustainability and the care of natural resources, demand that producers and marketers exercise greater transparency in their actions, and that companies provide broad and exhaustive information on the origin of their products, the transformation processes and the inputs used. Likewise, communicating the labor employed, having a fair pricing policy and informing producers, farmers and all those who participate directly in the production chain of the expected return on profits are part of responsible business management.

This qualitative, documentary type document reflects on the concepts of green marketing, its emergence, strategies and the responsibility that companies acquire with consumers. Marketing has become a necessity for companies to be viable and achieve objectives and recognition, but new trends require more responsibility, a balance in their practices to ensure their sustainability.

JEL: M10; M14; M30; M31; M37

Keywords : consumer; management; marketing; environment; social responsibility; social responsibility..

        · abstract in Spanish | Portuguese     · text in Spanish     · Spanish ( pdf )