<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-4639</journal-id>
<journal-title><![CDATA[Revista Universidad y Empresa]]></journal-title>
<abbrev-journal-title><![CDATA[rev.univ.empresa]]></abbrev-journal-title>
<issn>0124-4639</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Rosario]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-46392022000100011</article-id>
<article-id pub-id-type="doi">10.12804/revistas.urosario.edu.co/empresa/a.10865</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Green marketing: esfuerzos por el cuidado y la preservación del medio ambiente con negocios sostenibles]]></article-title>
<article-title xml:lang="en"><![CDATA[Green Marketing: Efforts for Taking Care of and Preserving the Environment with Sustainable Businesses]]></article-title>
<article-title xml:lang="pt"><![CDATA[Green marketing: esforços para o cuidado e preservação do meio ambiente com negócios sustentáveis]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Duque]]></surname>
<given-names><![CDATA[Mauricio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mejía]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nieto]]></surname>
<given-names><![CDATA[Johanna]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rojas De Francisco]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<volume>24</volume>
<numero>42</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-46392022000100011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-46392022000100011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-46392022000100011&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Los problemas ambientales han llevado a que los consumidores exijan productos y servicios sostenibles, pero esto ha conducido a que algunas organizaciones hagan prácticas de greenwashing, situación que puede resolverse con conocimiento sobre Green Marketing en las empresas. Esta investigación mixta busca identificar las bases para implementar el green marketing desde la práctica y por ello explora la percepción del tema con organizaciones, expertos en marketing y consumidores en la ciudad de Pereira en Colombia. Los resultados del estudio evidencian el interés por implementar el green marketing en las organizaciones y se contrasta con la percepción de consumidores, aportando, desde bases teóricas, regulatorias y prácticas, aspectos para proponer estrategias y modelos para hacer la transición al green marketing en las organizaciones y hacia las personas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Environmental problems have led consumers to demand sustainable products and services, but organizations have turned into greenwashing practices. This situation shows the need to implement green marketing in companies. This mixed research aims to identify the bases for implementing green marketing and explores the perception of subjects related to organizations, marketing experts, and consumers in the city of Pereira, Colombia. The results of this study show the interest in implementing green marketing in organizations that contrasted with the perception of some consumers. At the same time, it provides theoretical, regulatory, and practical bases to propose strategies and models to make the transition to green marketing in organizations and towards people.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Os problemas ambientais têm levado os consumidores a exigirem produtos e serviços sustentáveis, mas isso tem levado algumas organizações a fazerem práticas de greenwashing, situação que pode ser resolvida com a difusão de conhecimento sobre green marketing nas empresas. Esta pesquisa mista busca identificar as bases para implementar o marketing verde a partir da prática e, portanto, explora a percepção do assunto com organizações, especialistas em marketing e consumidores na cidade de Pereira, na Colômbia. Os resultados do estudo evidenciam o interesse em implementar o green marketing nas organizações e se contrapõe à percepção dos consumidores, contribuindo a partir de bases teóricas, regulamentares e práticas, aspectos para propor estratégias e modelos para fazer a transição para o green marketing nas organizações e para as pessoas.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[green marketing]]></kwd>
<kwd lng="es"><![CDATA[sostenibilidad]]></kwd>
<kwd lng="es"><![CDATA[greenwashing]]></kwd>
<kwd lng="es"><![CDATA[mercadeo verde]]></kwd>
<kwd lng="es"><![CDATA[mercadeo ecológico]]></kwd>
<kwd lng="en"><![CDATA[green marketing]]></kwd>
<kwd lng="en"><![CDATA[sustainability]]></kwd>
<kwd lng="en"><![CDATA[greenwashing]]></kwd>
<kwd lng="en"><![CDATA[green marketing]]></kwd>
<kwd lng="en"><![CDATA[ecological marketing]]></kwd>
<kwd lng="pt"><![CDATA[green marketing]]></kwd>
<kwd lng="pt"><![CDATA[sustentabilidade]]></kwd>
<kwd lng="pt"><![CDATA[greenwashing]]></kwd>
<kwd lng="pt"><![CDATA[marketing verde]]></kwd>
<kwd lng="pt"><![CDATA[marketing ecológico]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<collab>Alcaldía Mayor de Bogotá</collab>
<source><![CDATA[Instructivo. Diligenciamiento de la Matriz de Identificación de aspectos y valoración de impactos ambientales]]></source>
<year>2013</year>
<publisher-name><![CDATA[Secretaría Distrital de Ambiente]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Alqadri Jamal]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Dimensions of Consumption Value of Green Repurchase Intention with Green Trust as an Intervening Variable]]></article-title>
<source><![CDATA[Marketing Management Studies]]></source>
<year>2021</year>
<volume>1</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>163175</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baquero Garzón]]></surname>
<given-names><![CDATA[L. Y.]]></given-names>
</name>
</person-group>
<source><![CDATA[Elaboración de un plan de negocio para la creación de una empresa de ecosistemas urbanos en la ciudad de Bogotá]]></source>
<year>2018</year>
<publisher-name><![CDATA[Universidad de Cundinamarca]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bathia]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Jain]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Green marketing: A study of consumer perception and preferences in India]]></article-title>
<source><![CDATA[Electronic Green Journal]]></source>
<year>2013</year>
<numero>36</numero>
<issue>36</issue>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bowen]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Aragon-Correa]]></surname>
<given-names><![CDATA[J. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Greenwashing in Corporate Environmentalism Research and Practice: The Importance of What We Say and Do]]></article-title>
<source><![CDATA[Organization &amp; Environment]]></source>
<year>2014</year>
<volume>27</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>107-12</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cardona Arbeláez]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing Green y el avance tecnológico como apuesta de innovación para el desarrollo de las estrategias de marketing]]></article-title>
<source><![CDATA[Revista Espacios]]></source>
<year>2018</year>
<volume>39</volume>
<numero>26</numero>
<issue>26</issue>
<page-range>2-12</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Castellano]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Urdaneta]]></surname>
<given-names><![CDATA[J. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Estrategias de marketing verde utilizadas por empresas a nivel mundial]]></article-title>
<source><![CDATA[Telos]]></source>
<year>2015</year>
<volume>17</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>476-94</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cervera Taulet]]></surname>
<given-names><![CDATA[A. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Schlesinger Díaz]]></surname>
<given-names><![CDATA[M. W.]]></given-names>
</name>
<name>
<surname><![CDATA[Iniesta]]></surname>
<given-names><![CDATA[M. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Sánchez-Fernández]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Image, Satisfaction and Identification as antecedents of graduate loyalty]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Matei]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Dinu]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
</person-group>
<source><![CDATA[Regulation and Best Practices in Public and Nonprofit Marketing]]></source>
<year>2010</year>
<page-range>151-61</page-range><publisher-name><![CDATA[Editura Economicã]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dangelico]]></surname>
<given-names><![CDATA[R. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Pontrandolfo]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[From green product definitions and classifications to the Green Option Matrix]]></article-title>
<source><![CDATA[Journal of Cleaner Production]]></source>
<year>2010</year>
<volume>18</volume>
<numero>16-17</numero>
<issue>16-17</issue>
<page-range>1608-28</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Das]]></surname>
<given-names><![CDATA[S. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Dash]]></surname>
<given-names><![CDATA[B. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Padhy]]></surname>
<given-names><![CDATA[P. C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Green Marketing Strategies for Sustainable Business Growth]]></article-title>
<source><![CDATA[Journal of Business Management &amp; Social Sciences Research]]></source>
<year>2012</year>
<volume>1</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>82-7</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="book">
<collab>Decreto 280 de 2015</collab>
<source><![CDATA[Por el cual se crea la Comisión Interinstitucional de Alto Nivel para el alistamiento y la efectiva implementación de la Agenda de Desarrollo Post 2015 y sus Objetivos de Desarrollo Sostenible (ODS)]]></source>
<year>2015</year>
<numero>49.429</numero>
<issue>49.429</issue>
<publisher-name><![CDATA[Diario Oficial]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dias]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing ecológico y turismo]]></article-title>
<source><![CDATA[Estudios y Perspectivas en Turismo]]></source>
<year>2008</year>
<volume>17</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>144-55</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Domínguez Gual]]></surname>
<given-names><![CDATA[M. C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La contaminación ambiental, un tema con compromiso social]]></article-title>
<source><![CDATA[Producción+limpia]]></source>
<year>2015</year>
<volume>10</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>9-21</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[El Dief]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Font]]></surname>
<given-names><![CDATA[X.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The determinants of hotels' marketing managers' green marketing behaviour]]></article-title>
<source><![CDATA[Journal of Sustainable Tourism]]></source>
<year>2010</year>
<volume>18</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>157-74</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Elkington]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Hailes]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[The Green Consumer Guide: From Shampoo to Champagne]]></source>
<year>1988</year>
<publisher-name><![CDATA[Victor Gollancz]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Fuentes]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How green marketing works: Practices, materialities, and images]]></article-title>
<source><![CDATA[Scandinavian Journal of Management]]></source>
<year>2015</year>
<volume>31</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>192-205</page-range></nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Guerreiro]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Pacheco]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How green trust, consumer brand engagement and green word-of-mouth mediate purchasing intentions]]></article-title>
<source><![CDATA[Sustainability]]></source>
<year>2021</year>
<volume>13</volume>
<numero>14</numero>
<issue>14</issue>
<page-range>1-13</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hallama]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Montlló Ribo]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Rofas Tudela]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Ciutat Vendrell]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El fenómeno del greenwashing y su impacto sobre los consumidores: propuesta metodológica para su evaluación]]></article-title>
<source><![CDATA[Aposta]]></source>
<year>2011</year>
<month>,</month>
<numero>50</numero>
<issue>50</issue>
<page-range>4-38</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="">
<collab>Inexmoda</collab>
<source><![CDATA[Ruta de la Sostenibilidad y Bioseguridad]]></source>
<year>2021</year>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jenkin]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Madhavi]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Signal]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Bowers]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A systematic review of persuasive marketing techniques to promote food to children on television]]></article-title>
<source><![CDATA[Obesity Reviews]]></source>
<year>2014</year>
<volume>15</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>281-93</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Johnstone]]></surname>
<given-names><![CDATA[M. -L.]]></given-names>
</name>
<name>
<surname><![CDATA[Hooper]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Social influence and green consumption behaviour: a need for greater government involvement]]></article-title>
<source><![CDATA[Journal of Marketing Management]]></source>
<year>2016</year>
<volume>32</volume>
<numero>9-10</numero>
<issue>9-10</issue>
<page-range>827-55</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kharde]]></surname>
<given-names><![CDATA[S. D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Indian Scenario of Green Marketing]]></article-title>
<source><![CDATA[Journal for Research]]></source>
<year>2016</year>
<volume>2</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>37-41</page-range></nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Keller]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Dirección de marketing]]></source>
<year>2012</year>
<edition>14</edition>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Keller]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Dirección de marketing]]></source>
<year>2016</year>
<edition>15</edition>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lara Domínguez]]></surname>
<given-names><![CDATA[P. A.]]></given-names>
</name>
</person-group>
<source><![CDATA[El impacto del ruido ambiental en los pacientes de una unidad de cuidados intensivos ¿Es posible un cambio?]]></source>
<year>2015</year>
<publisher-name><![CDATA[Universidad de Málaga]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Leff]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<source><![CDATA[La complejidad ambiental]]></source>
<year>2018</year>
<publisher-name><![CDATA[Siglo XXI]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="book">
<collab>Ley 1955 de 2019</collab>
<source><![CDATA[Por el cual se expide el Plan Nacional de Desarrollo 2018-2022. "Pacto por Colombia, Pacto por la Equidad"]]></source>
<year>2019</year>
<numero>50964</numero>
<issue>50964</issue>
<publisher-name><![CDATA[Diario oficial]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="book">
<collab>Ley 373 de 1997</collab>
<source><![CDATA[Por la cual se establece el programa para el uso eficiente y ahorro del agua]]></source>
<year>1997</year>
<numero>43.058</numero>
<issue>43.058</issue>
<publisher-name><![CDATA[Diario Oficial]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="book">
<collab>Ley 697 de 2001</collab>
<source><![CDATA[Por cual se fomenta el uso racional y eficiente de la energía, se promueve la utilización de energías alternativas y se dictan otras disposiciones]]></source>
<year>2001</year>
<numero>44.573</numero>
<issue>44.573</issue>
<publisher-name><![CDATA[Diario Oficial]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="book">
<collab>Ley 9 de 1979</collab>
<source><![CDATA[Por la cual se dictan Medidas Sanitarias]]></source>
<year>1979</year>
<numero>35308</numero>
<issue>35308</issue>
<publisher-name><![CDATA[Diario Oficial]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Luttropp]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Lagerstedt]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[EcoDesign and the ten golden rules: generic advicefor merging environmental aspects into product development]]></article-title>
<source><![CDATA[Journal of Cleaner Production]]></source>
<year>2006</year>
<volume>14</volume>
<numero>15/16</numero>
<issue>15/16</issue>
<page-range>1396-408</page-range></nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="">
<collab>Ministerio de Ambiente y Desarrollo Sostenible, MinAmbiente</collab>
<source><![CDATA[Plan Nacional de Negocios Verdes]]></source>
<year>2014</year>
</nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="">
<collab>Ministerio de ambiente y desarrollo sostenible, MinAmbiente</collab>
<source><![CDATA[Informe de gestión 2015]]></source>
<year>2016</year>
<month>a</month>
</nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="">
<collab>Ministerio de Ambiente y Desarrollo Sostenible, MinAmbiente</collab>
<source><![CDATA[Guía de verificación y evaluación de criterios de Negocios Verdes]]></source>
<year>2016</year>
<month>b</month>
</nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Navarro]]></surname>
<given-names><![CDATA[J. V.]]></given-names>
</name>
</person-group>
<source><![CDATA[La manipulación publicitaria: una antropología del consumo]]></source>
<year>1971</year>
<publisher-name><![CDATA[Dopesa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Northen]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Greenwashing the organic label: abusive Green Marketing in an increasingly eco-friendly marketplace]]></article-title>
<source><![CDATA[Journal of Food Law &amp; Policy]]></source>
<year>2011</year>
<volume>7</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>101-34</page-range></nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="">
<collab>ONU</collab>
<source><![CDATA[Objetivos de Desarrollo Sostenible]]></source>
<year>2015</year>
</nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Peattie]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Environmental Marketing Management: Meeting the Green Challenge]]></source>
<year>1995</year>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Peñalosa Otero]]></surname>
<given-names><![CDATA[M. E.]]></given-names>
</name>
<name>
<surname><![CDATA[López Celis]]></surname>
<given-names><![CDATA[D. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El estereotipo de los colombianos frente al consumo socialmente responsable]]></article-title>
<source><![CDATA[Pensamiento y Gestión]]></source>
<year>2018</year>
<month>,</month>
<numero>44</numero>
<issue>44</issue>
<page-range>243-60</page-range></nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="">
<collab>PNUD, BID, Gobierno de Colombia</collab>
<source><![CDATA[Agenda 2030. Transformando Colombia]]></source>
<year>2015</year>
</nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Polonsky]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Rosenberger]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Reevaluating Green marketing: A Strategic Approach]]></article-title>
<source><![CDATA[Business Horizons]]></source>
<year>2001</year>
<month>,</month>
<volume>44</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>21-30</page-range></nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Robèrt]]></surname>
<given-names><![CDATA[K. -H.]]></given-names>
</name>
</person-group>
<source><![CDATA[The Natural Step: A Framework for Achieving Sustainability in Our Organizations]]></source>
<year>1995</year>
<publisher-name><![CDATA[Pegasus Communications]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Roy]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Wield]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Gardiner]]></surname>
<given-names><![CDATA[J. P.]]></given-names>
</name>
<name>
<surname><![CDATA[Potter]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Innovative Product Development]]></source>
<year>1996</year>
<publisher-name><![CDATA[The Open University]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Salas Canales]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El greenwashing y su repercusión en la ética empresarial]]></article-title>
<source><![CDATA[Neumann Business Review]]></source>
<year>2018</year>
<month>,</month>
<volume>4</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>28-43</page-range></nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Santamaría de Zulueta]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[El greenwashing: práctica recurrente entre las grandes multinacionales]]></source>
<year>2018</year>
<publisher-name><![CDATA[Comillas Universidad Pontificia]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Schmidheiny]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Changing Course: A Global Business Perspective on Development and the Environment]]></source>
<year>1992</year>
<publisher-name><![CDATA[MIT Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B47">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sharma]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Iyer]]></surname>
<given-names><![CDATA[G. R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Resource-constrained product development: Implications for green marketing and green supply chains]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2012</year>
<volume>41</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>599-608</page-range></nlm-citation>
</ref>
<ref id="B48">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Shrikanth]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Raju]]></surname>
<given-names><![CDATA[D. S. N.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Contemporary Green Marketing - Brief Reference to Indian Scenario]]></article-title>
<source><![CDATA[International Journal of Social Sciences &amp; Interdisciplinary Research]]></source>
<year>2012</year>
<volume>1</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>26-39</page-range></nlm-citation>
</ref>
<ref id="B49">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Simon]]></surname>
<given-names><![CDATA[F. L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing green products in the triad]]></article-title>
<source><![CDATA[Columbia Journal of World Business]]></source>
<year>1992</year>
<volume>27</volume>
<numero>3-4</numero>
<issue>3-4</issue>
<page-range>268-85</page-range></nlm-citation>
</ref>
<ref id="B50">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tommasino]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Foladori]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Taks]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La crisis ambiental contemporánea]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Foladori]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Pierri]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
</person-group>
<source><![CDATA[¿Sustentabilidad? Desacuerdos sobre el desarrollo sustentable]]></source>
<year>2005</year>
<page-range>9-26</page-range><publisher-loc><![CDATA[Porrúa ]]></publisher-loc>
<publisher-name><![CDATA[Cámara de Diputados; Universidad Autónoma de Zacatecas]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B51">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Viscarri]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Modelo de creación de valor para el cliente]]></source>
<year>2011</year>
<conf-name><![CDATA[ XVICongreso Internacional de Contaduría, Administración e Informática]]></conf-name>
<conf-loc> </conf-loc>
<page-range>1-17</page-range><publisher-name><![CDATA[Universidad Politécnica de Cataluña]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B52">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Westbrook]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Angus]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[10principales tendencias globales de consumo para 2021 [Informe].]]></source>
<year></year>
<publisher-name><![CDATA[Euromonitor Internacional]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B53">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Willums]]></surname>
<given-names><![CDATA[J. -O]]></given-names>
</name>
</person-group>
<source><![CDATA[The sustainable business challenge, A briefing for tomorrows business leaders]]></source>
<year>1998</year>
<publisher-name><![CDATA[Greenleaf publishing]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B54">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yazdanifard]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Mercy]]></surname>
<given-names><![CDATA[I. E.]]></given-names>
</name>
</person-group>
<source><![CDATA[The impact of Green Marketing on Customer satisfaction and Environmental safety]]></source>
<year>2011</year>
<volume>5</volume>
<conf-name><![CDATA[ International Conference on Computer Communication and Management]]></conf-name>
<conf-loc> </conf-loc>
<page-range>637-41</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
