Construcción de marcas verdes: Preocupación de las organizaciones por el cuidado y protección ambiental
Palabras clave:
Marca verde, marketing ecológico, ventaja competitiva, valor de marca verde, lavado verde
Resumen
Durante los últimos años, las organizaciones, consumidores y académicos han manifestado su preocupación frente al deterioro ambiental, desarrollando propuestas para ayudar a contrarrestar este grave problema. Por el lado de las organizaciones, se han visto obligadas a reformular sus estrategias; por consiguiente, surge el marketing ecológico como un instrumento para enfocar las estrategias comerciales hacia el cuidado y protección ambiental. Dentro de ello, la construcción de marcas verdes o ecológicas ha cobrado mayor relevancia durante el siglo XXI, puesto que las organizaciones han comprendido que la preocupación por el ecosistema se puede convertir en una ventaja competitiva, permitiendo mejores niveles de rentabilidad. Para la presente investigación, se ha realizado a través de un estudio descriptivo-documental, una revisión exhaustiva sobre la construcción de marcas verdes, partiendo de aspectos generales como el marketing ecológico hasta temas específicos como el valor de marca verde y las barreras para el éxito de una marca ecoamigable. Con toda la información presentada, se ha podido concluir que la construcción de marcas verdes no es una labor sencilla, pero que es vital para toda organización que desee diferenciarse de sus competidores, manifestando su preocupación por el cuidado y protección ambiental.
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Esmaeili, A., Sepahvand, A., Rostamzadeh, R., Joksiene, I., y Antucheviciene, J. (2017). Effect of integration of green constructs and traditional constructs of brand on green purchase intention of customers. E+M Ekonomie a Management, 20(3), 219-237. https://dx.doi.org/10.15240/tul/001/2017-3-015
Fialho, L. S., y Marquesan, F. (2018). O comportamento de consumidores diante da prática do greenwashing. Desenvolvimento em Questão, 16(45), 400-418. https://doi.org/10.21527/2237-6453.2018.45.400-418
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Fischer, C., y Lyon, T. P. (2019). A theory of multitier ecolabel competition. Journal of the Association of Environmental and Resource Economists, 6(3), 461-501. https://doi.org/10.1086/702985
Gahlot, J., Sarkar, A., y Yadav, R. (2019). Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals. Young Consumers, 20(3), 190-207. https://doi.org/10.1108/YC-08-2018-0840
Grubor, A., y Milovanov, O. (2017). Brand strategies in the Era of Sustainability. Interdisciplinary Description of Complex Systems, 15(1), 78-88. https://doi.org/10.7906/indecs.15.1.6
Guillén, J., Calle, J., Gavidia, A. M., y Vélez, A. G. (2020). Desarrollo sostenible: Desde la mirada de preservación del medio ambiente colombiano. Revista de Ciencias Sociales (Ve), XXVI(4), 293-307. https://doi.org/10.31876/rcs.v26i4.34664
Hallama, M., Montlló, M., Rofas, S. y Ciutat, G. (2011). El fenómeno del greenwashing y su impacto sobre los consumidores. Propuesta metodológica para su evaluación. Aposta. Revista de Ciencias Sociales, (50), 1-38.
Hwang, J., Kim, H., y Choe, J. Y. (2020). The role of eco-friendly edible insect restaurants in the field of sustainable tourism. International Journal of Environmental Research and Public Health, 17(11), 4064-4075. https://doi.org/10.3390/ijerph17114064
Iovino, V. (2017). Consumer - brand relationships: Il caso Inlight [Tesis doctoral, Università degli Studi di Napoli Federico II]. Federico II Open Archive. http://www.fedoa.unina.it/11883/1/Iovino_Valentina_29.pdf
Ishaq, M. I. (2020). Multidimensional green brand equity: A cross-cultural scale development and validation study. International Journal of Market Research, 63(5), 560-575. https://doi.org/10.1177/1470785320932040
Ishaq, M. I., y Di Maria, E. (2020). Sustainability countenance in brand equity: a critical review and future research directions. Journal of Brand Management, 27, 15-34. https://doi.org/10.1057/s41262-019-00167-5
Jeng, M-Y., y Yeh, T-M. (2016). The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews. Service Business, 10(1), 223-238. https://doi.org/10.1007/s11628-015-0266-1
Jog, D., y Singhal, D. (2019). Pseudo green players and their greenwashing practices: a differentiating strategy for real green firms of personal care category. Strategic Direction, 35(12), 4-7. https://doi.org/10.1108/SD-07-2019-0143
Kan, C. W., Chow, C. Y. T., Sarikanon, C., y Mongkholrattanasit, R. (2017). A study of brand green image in relation to eco-branding of fashion products. Applied Mechanics and Materials, 866, 448-451. https://doi.org/10.4028/www.scientific.net/AMM.866.448
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Publicado
2021-09-24
Cómo citar
Salas-Canales, H. J. (2021). Construcción de marcas verdes: Preocupación de las organizaciones por el cuidado y protección ambiental. Revista De Ciencias Sociales, 27(3), 415-427. https://doi.org/10.31876/rcs.v27i3.36779
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