From Ecological Marketing to Greenwashing: a Look at Colombian and International Commercial Scenarios

The approach to the current trends in ecological marketing must be a priority for the strategic direction of 21st century organizations, especially with the high degree of responsibility that companies should demonstrate in their commercial and operative activities for the benefit of the environment...

Descripción completa

Detalles Bibliográficos
Autores principales: López-Rodriguez, Campo Elías, Arévalo, Luz Adriana
Formato: Artículo revista
Lenguaje:Español
Publicado: Ediciones UNL 2019
Materias:
Ecological marketing
Greenwashing
Responsible consumption
Sustainable markets
Marketing ecológico
Consumo responsable
Mercados sostenibles
Acceso en línea:https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/8732
Aporte de:
Biblioteca Virtual - Publicaciones (UNL) de Universidad Nacional del Litoral
id I26-R133-article-8732
record_format ojs
spelling I26-R133-article-87322021-07-13T12:01:37Z From Ecological Marketing to Greenwashing: a Look at Colombian and International Commercial Scenarios Del marketing ecológico al greenwashing: una mirada en escenarios comerciales colombianos e internacionales López-Rodriguez, Campo Elías Arévalo, Luz Adriana Ecological marketing Greenwashing Responsible consumption Sustainable markets Marketing ecológico Greenwashing Consumo responsable Mercados sostenibles The approach to the current trends in ecological marketing must be a priority for the strategic direction of 21st century organizations, especially with the high degree of responsibility that companies should demonstrate in their commercial and operative activities for the benefit of the environment and society. However, there is a phenomenon that is damaging not only consumers but also companies, their branding and the country brand: it is called greenwashing. Based on this and through a case study, this article analyzes the behavior of organizations that have carried out practices of both ecological marketing and greenwashing, with both positive and negative effects on consumers, companies and society in general, from the perspective of a Colombian commercial scenario and another international one. The results provide elements to judge the academia as well as the productive sector regarding what ecological marketing and greenwashing mean for society and for the contemporary industry. El acercamiento hacia las tendencias actuales del marketing ecológico por parte de las organizaciones del siglo XXI debe ser una prioridad en su direccionamiento estratégico y, más aún, con el alto grado de responsabilidad que las empresas deben evidenciar en sus actividades comerciales y operativas en beneficio del medio ambiente y de la sociedad. Sin embargo, ha venido apareciendo un fenómeno que está perjudicando no solo a los consumidores, sino también a las empresas, su branding y a la marca país, y es el denominado greenwashing. Desde lo anterior y por medio de un estudio de caso, en este artículo se analiza el comportamiento de organizaciones que han evidenciado prácticas tanto de marketing ecológico como de greenwashing, afectando tanto positiva como negativamente a los consumidores, a las empresas y a la sociedad en general desde un escenario comercial colombiano y otro de carácter internacional. Los resultados aportan elementos de juicio tanto a la academia como al sector productivo desde el paralelo entre lo que el marketing ecológico y el greenwashing significan para la sociedad y la industria contemporánea. Ediciones UNL 2019-11-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/pdf https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/8732 10.14409/rce.v1i0.8732 Ciencias Económicas; Vol. 1 (16): Ciencias Económicas; 9-37 Ciencias Económicas; Vol. 1 (16): Ciencias Económicas; 9-37 2362-552X 1666-8359 10.14409/rce.v1i0 spa https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/8732/12117 https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/8732/12118 Derechos de autor 2019 Campo Elías López-Rodriguez, Luz Adriana Arévalo
institution Universidad Nacional del Litoral
institution_str I-26
repository_str R-133
container_title_str Biblioteca Virtual - Publicaciones (UNL)
language Español
format Artículo revista
topic Ecological marketing
Greenwashing
Responsible consumption
Sustainable markets
Marketing ecológico
Greenwashing
Consumo responsable
Mercados sostenibles
spellingShingle Ecological marketing
Greenwashing
Responsible consumption
Sustainable markets
Marketing ecológico
Greenwashing
Consumo responsable
Mercados sostenibles
López-Rodriguez, Campo Elías
Arévalo, Luz Adriana
From Ecological Marketing to Greenwashing: a Look at Colombian and International Commercial Scenarios
topic_facet Ecological marketing
Greenwashing
Responsible consumption
Sustainable markets
Marketing ecológico
Greenwashing
Consumo responsable
Mercados sostenibles
author López-Rodriguez, Campo Elías
Arévalo, Luz Adriana
author_facet López-Rodriguez, Campo Elías
Arévalo, Luz Adriana
author_sort López-Rodriguez, Campo Elías
title From Ecological Marketing to Greenwashing: a Look at Colombian and International Commercial Scenarios
title_short From Ecological Marketing to Greenwashing: a Look at Colombian and International Commercial Scenarios
title_full From Ecological Marketing to Greenwashing: a Look at Colombian and International Commercial Scenarios
title_fullStr From Ecological Marketing to Greenwashing: a Look at Colombian and International Commercial Scenarios
title_full_unstemmed From Ecological Marketing to Greenwashing: a Look at Colombian and International Commercial Scenarios
title_sort from ecological marketing to greenwashing: a look at colombian and international commercial scenarios
description The approach to the current trends in ecological marketing must be a priority for the strategic direction of 21st century organizations, especially with the high degree of responsibility that companies should demonstrate in their commercial and operative activities for the benefit of the environment and society. However, there is a phenomenon that is damaging not only consumers but also companies, their branding and the country brand: it is called greenwashing. Based on this and through a case study, this article analyzes the behavior of organizations that have carried out practices of both ecological marketing and greenwashing, with both positive and negative effects on consumers, companies and society in general, from the perspective of a Colombian commercial scenario and another international one. The results provide elements to judge the academia as well as the productive sector regarding what ecological marketing and greenwashing mean for society and for the contemporary industry.
publisher Ediciones UNL
publishDate 2019
url https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/8732
work_keys_str_mv AT lopezrodriguezcampoelias fromecologicalmarketingtogreenwashingalookatcolombianandinternationalcommercialscenarios
AT arevaloluzadriana fromecologicalmarketingtogreenwashingalookatcolombianandinternationalcommercialscenarios
AT lopezrodriguezcampoelias delmarketingecologicoalgreenwashingunamiradaenescenarioscomercialescolombianoseinternacionales
AT arevaloluzadriana delmarketingecologicoalgreenwashingunamiradaenescenarioscomercialescolombianoseinternacionales
first_indexed 2023-07-05T23:04:50Z
last_indexed 2023-07-05T23:04:50Z
_version_ 1770623641226051584

Ejemplares similares