EL MARKETING VERDE

Abstract

The accelerated industrial growth has caused the progressive deterioration of the environment. The companies, as responsible for said deterioration, have the duty to exercise friendly practices within their operations. Green marketing is one of those practices, however, it is generally perceived only as a strategy to "attract customers" and not as an environmental protection tool. For this reason, this study aims to review the most recent and relevant studies regarding green marketing, considering different approaches and highlighting the main benefits that organizations can obtain through its implementation, as well as the responsibilities they have for its management. It is concluded that, with the implementation of green marketing, the company can minimize risks of production waste, improve its image in the industry, influence the construction of the client's environmental awareness, among other benefits.