Myths and realities of Green Marketing training in practice: a documentary review
Large companies, with the goal of attracting new customers, use unethical tactics such as greenwashing, deceiving the consumer into buying their products under an ecological appearance, caring for the environment and promise of reducing the use of natural resources. However, Green Marketing follows...
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| Autores principales: | , , |
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| Formato: | Online |
| Lenguaje: | español |
| Publicado: |
Universidad Francisco de Paula Santander
2025
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| Materias: | |
| Acceso en línea: | https://revistas.ufps.edu.co/index.php/profundidad/article/view/4958 |
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| Sumario: | Large companies, with the goal of attracting new customers, use unethical tactics such as greenwashing, deceiving the consumer into buying their products under an ecological appearance, caring for the environment and promise of reducing the use of natural resources. However, Green Marketing follows a specific methodology with the advertising and presentation of green products. The purpose of this qualitative study is to identify the distinctions between greenwashing and green marketing, to train ethical and socially responsible future Marketing professionals. The documentary review technique was used, identifying 5 international eco-seals, an expert and international reference on the subject, and 5 recommendations to protect the reputation of the brand. The relevance arises from the adoption of the UN Sustainable Development Goals, the need to adopt an ecological mentality and demand organizations to be Socially Responsible Companies, certifying their products and processes. They must also communicate their practices based on the 3 Rs: reduce, reuse, and recycle or aligned with international standards: ISO 14000 and 14001. This academic training must be oriented towards the development of ethical and professional values for comprehensive training. |
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