Construcción de marcas verdes: Preocupación de las organizaciones por el cuidado y protección ambiental

• Hugo Jesús Salas-Canales https://orcid.org/0000-0003-2754-9514

DOI: https://doi.org/10.31876/rcs.v27i3.36779

Abstract

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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