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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: López-Rodriguez, Campo Elías, Arévalo, Luz Adriana
Formato: Artículo revista
Lenguaje:spa
Publicado: Ediciones UNL. Secretaría de Extensión de la UNL 2019
Acceso en línea:https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/8732
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spelling oai:bibliotecavirtual.unl.edu.ar:article-87322021-07-13T15:01:37Z 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 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. Secretaría de Extensión de la UNL 2019-11-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion artículo Articulo info:ar-repo/semantics/artículo 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 info:eu-repo/grantAgreement/EC/FP7/ 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 info:eu-repo/semantics/openAccess Derechos de autor 2019 Campo Elías López-Rodriguez, Luz Adriana Arévalo http://creativecommons.org/licenses/by-nc-sa/4.0
institution Universidad Nacional del Litoral
collection Publicaciones periódicas
language spa
format Artículo revista
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.
author López-Rodriguez, Campo Elías
Arévalo, Luz Adriana
spellingShingle López-Rodriguez, Campo Elías
Arévalo, Luz Adriana
From Ecological Marketing to Greenwashing: a Look at Colombian and International Commercial Scenarios
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
publisher Ediciones UNL. Secretaría de Extensión de la UNL
publishDate 2019
url https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/8732
_version_ 1706985861491458048
score 11.8626

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