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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Universidad Francisco de Paula Santander
2025
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| author | Pérez Mendoza, Marcos Cuevas Álvarez, María Cruz Vélez Tellez, Miguel Armando |
| author_browse | Cuevas Álvarez, María Cruz Pérez Mendoza, Marcos Vélez Tellez, Miguel Armando |
| author_facet | Pérez Mendoza, Marcos Cuevas Álvarez, María Cruz Vélez Tellez, Miguel Armando |
| author_sort | Pérez Mendoza, Marcos |
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| description | 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. |
| first_indexed | 2026-06-19T15:28:42Z |
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| institution | IDEP |
| language | spa |
| last_indexed | 2026-06-19T15:28:42Z |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Universidad Francisco de Paula Santander |
| publisherStr | Universidad Francisco de Paula Santander |
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| spelling | oai:revistas.ufps.edu.co:article-49582025-01-23T14:16:38Z Myths and realities of Green Marketing training in practice: a documentary review Mitos y realidades de la formación en Mercadotecnia Ecológica en la práctica: una revisión documental Pérez Mendoza, Marcos Cuevas Álvarez, María Cruz Vélez Tellez, Miguel Armando Contenido académico Educación formal Greenwashing Green Marketing Academic content Formal training Green Marketing Greenwashing 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. Las grandes empresas, con la meta de atraer nuevos clientes, emplean tácticas poco éticas como el greenwashing, engañando al consumidor para que compre sus productos bajo una apariencia ecológica, cuidado del medio ambiente y reducción de uso de recursos naturales. Sin embargo, Green Marketing sigue una metodología específica con la publicidad y presentación de los productos ecológicos. El propósito de este estudio cualitativo es identificar las distinciones entre el greenwashing y el green marketing, para formar profesionales éticos y socialmente responsables en Mercadotecnia. Se utilizó la técnica de revisión documental, identificando 5 ecosellos internacionales, una experta y referente internacional en el tema, y 5 recomendaciones para proteger la reputación de la marca. La relevancia surge a partir de la adopción de los Objetivos de Desarrollo Sostenible de la ONU, de la necesidad de adoptar una mentalidad ecológica y exigir a las organizaciones que sean Empresas Socialmente Responsables, certificando sus productos y procesos. Que comuniquen sus prácticas basadas en las 3 Rs: reducir, reutilizar, reciclar o de acuerdo con las normas internacionales ISO 14000 y 14001. Esta formación académica debe estar orientada al desarrollo de valores éticos y profesionales para una formación integral. 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| spellingShingle | Contenido académico Educación formal Greenwashing Green Marketing Academic content Formal training Green Marketing Greenwashing Pérez Mendoza, Marcos Cuevas Álvarez, María Cruz Vélez Tellez, Miguel Armando Myths and realities of Green Marketing training in practice: a documentary review |
| title | Myths and realities of Green Marketing training in practice: a documentary review |
| title_alt | Mitos y realidades de la formación en Mercadotecnia Ecológica en la práctica: una revisión documental |
| title_full | Myths and realities of Green Marketing training in practice: a documentary review |
| title_fullStr | Myths and realities of Green Marketing training in practice: a documentary review |
| title_full_unstemmed | Myths and realities of Green Marketing training in practice: a documentary review |
| title_short | Myths and realities of Green Marketing training in practice: a documentary review |
| title_sort | myths and realities of green marketing training in practice a documentary review |
| topic | Contenido académico Educación formal Greenwashing Green Marketing Academic content Formal training Green Marketing Greenwashing |
| topic_facet | Contenido académico Educación formal Greenwashing Green Marketing Academic content Formal training Green Marketing Greenwashing |
| url | https://revistas.ufps.edu.co/index.php/profundidad/article/view/4958 |
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