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Acciones Y Prácticas De Mercado Verde En Empresas Colombianas (Casos De Estudio)

Author

Listed:
  • Juán Ramón Samper
  • Lina María Echeverri Canas

Abstract

El abordaje del mercadeo verde o ecológico inicia en la década de los sesenta a raíz de los cambios climatológicos y la preocupación constante por el cuidado del medio ambiente.Escritores como Ottman, Hailes y Polonsky han dado interesantes aportes sobre la conceptualización del mercadeo verde en la teoría y en la práctica. En Colombia existen estudios específicos sobre la aplicación del mercadeo ecológico en grandes empresas y también investigaciones sobre el análisis del consumidor verde de un determinado producto. El objetivo central del presente artículo es exponer una conceptualización delmercadeo ecológico a partir de casos de estudio que permiten construir una interpretación real sobre hechos, experiencias y percepciones relacionados con el mercadeo ecológico enColombia.

Suggested Citation

  • Juán Ramón Samper & Lina María Echeverri Canas, 2011. "Acciones Y Prácticas De Mercado Verde En Empresas Colombianas (Casos De Estudio)," Revista de Economía y Administración, Universidad Autónoma de Occidente, May.
    • Handle: RePEc:col:000156:008620
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    File URL: http://dali.uao.edu.co:7777/pls/portal/docs/PAGE/UNIAUTONOMA_INVESTIGACIONES/REVISTA_ECONOMIK/NUMEROS/5.2/AC%20JUAN%20RAMON%20SAMPER.PDF
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    More about this item

    Keywords

    Ecological marketing; green marketing; environmental marketing / Mercadeo ecológico; mercadeo verde; marketing ambiental.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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