El marketing verde y sus repercusiones en consumidores y empresas: El fenómeno Greenwashing
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2017-05
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Jaén: Universidad de Jaén
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[ES] Consecuencia lógica de la globalización, la problemática actual referida a la sostenibilidad y creciente concienciación medioambiental de los ciudadanos, desde todos los ámbitos del conocimiento se ha situado el valor ecológico como uno de los prismas sobre los que cimentar la investigación. En este sentido, desde el marketing emerge el denominado marketing verde o ecológico. La revolución verde ha traído consigo no solo conductas positivas, sino también negativas entre las que podemos destacar el fenómeno « greenwashing ».
Este trabajo analiza el marketing verde en su conjunto, así como la mala utilización que las empresas realizan de este tipo de marketing, lo que se conoce como greenwashing, a través de una revisión bibliográfica de diferentes fuentes documentales.
Fruto del estudio realizado se constatan los efectos negativos que el greenwashing tiene para los consumidores, las empresas y el mercado. Para intentar paliar este problema, se han sistematizado concretas medidas preventivas, correctoras y represivas.
[EN]Logical consequence of globalization, the current problematic with sustainability and the most important environmental awareness of citizens, from all fields of knowledge has been placed in ecological value as one of the prisms on which research. In this sense, from the marketing begin the so-called green or ecological marketing. The green revolution has brought with it not only positive but also negative behaviors among those that can destabilize the greenwashing phenomenon. This work analyzes all the green marketing, as well as the poor application that companies make of this type of marketing, which is known as greenwashing, through a bibliographical review of different documentary sources. From the study realized are checked the negative effects that the greenwashing has for the consumers, the companies and the market. In order to try to alleviate this problem, specific preventive, corrective and repressive measures have been systematized.
[EN]Logical consequence of globalization, the current problematic with sustainability and the most important environmental awareness of citizens, from all fields of knowledge has been placed in ecological value as one of the prisms on which research. In this sense, from the marketing begin the so-called green or ecological marketing. The green revolution has brought with it not only positive but also negative behaviors among those that can destabilize the greenwashing phenomenon. This work analyzes all the green marketing, as well as the poor application that companies make of this type of marketing, which is known as greenwashing, through a bibliographical review of different documentary sources. From the study realized are checked the negative effects that the greenwashing has for the consumers, the companies and the market. In order to try to alleviate this problem, specific preventive, corrective and repressive measures have been systematized.