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...
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| Autores Principales: | , |
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| Formato: | Artículo revista |
| Lenguaje: | spa |
| Publicado: |
Ediciones UNL. Secretaría de Extensión de la UNL
2019
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| Acceso en línea: | https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/8732 |
| Sumario: | 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. |
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