Marketing verde: Incidencia en la decisión de compra de productos biodegradables en los supermercados, Manta.

Abstract

Green marketing attempts to integrate companies within the guidelines of sustainable development. This paper analyzes the impact of green marketing on the purchase of biodegradable products in supermarkets in the city of Manta. It is implemented using a non-experimental, correlational, mixed-method design, using data from a structured questionnaire of 355 consumers. The findings of this research indicate a positive correlation between green marketing strategies and corporate intentions related to sustainability policies, refuting the hypothesis that sustainability influences product labeling, marketing, environmental protection, or responsible consumption. It is established that green marketing is not limited to improving the public image of brands; it also impacts responsible purchasing.