Incidences and Analyses of Green Marketing Strategy in Colombian Exports
As environmental awareness plays a more prominent role in purchasing decisions, as consumers demand improved corporate responsibility, and as national governments implement regulation of not just the immediate firm’s environmental impact, but instead on the impact throughout the value chain; those c...
- Autores:
-
Anne Marie Zwerg-Villegas
- Tipo de recurso:
- Fecha de publicación:
- 2019
- Institución:
- Universidad EAFIT
- Repositorio:
- Repositorio EAFIT
- Idioma:
- eng
- OAI Identifier:
- oai:repository.eafit.edu.co:10784/14031
- Acceso en línea:
- http://hdl.handle.net/10784/14031
- Palabra clave:
- Green Marketing
Environmental Marketing
Corporate Environmental Responsibility
Colombian Exports.
Mercadeo verde
Mercadeo ambiental
Responsabilidad Social Corporativa
Exportaciones colombianas.
- Rights
- License
- Copyright © 2008 Anne Marie Zwerg-Villegas
| Summary: | As environmental awareness plays a more prominent role in purchasing decisions, as consumers demand improved corporate responsibility, and as national governments implement regulation of not just the immediate firm’s environmental impact, but instead on the impact throughout the value chain; those corporations which participate in green marketing strategies will be positioned for marketplace competitive advantage. This paper takes the reader through a literature review to define green marketing and applies the term to Colombian exporting firms recognized for their environmental practices or products. A survey of seventy-five small and medium sized Colombian exporters determines usage and perceptions of green marketing practices. Research indicates that Colombian small and medium sized firms do not yet feel market pressures to adopt green marketing strategies, but do so based on corporate level ethics. |
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