Business perspectives in ecological marketing: A systematic and case review of global strategies and trends

Abstract

Ecological marketing is a strategy that involves the development, marketing, and distribution of products designed to minimize negative effects on the environment, in response to consumers' ecological concerns. It is a current trend leading to significant changes in consumption habits and marketing strategies. Companies commit to creating products that are friendly to both humanity and the environment, aiming to eliminate or minimize practices that waste natural resources. However, there is a need for greater momentum in Latin America. This is the purpose of 'Business perspectives in ecological marketing: A systematic and case review of global strategies and trends'. The study is conducted under the qualitative paradigm using descriptive documentary bibliographic research, enabling a hermeneutical analysis of the phenomenon. The review revealed that ecological marketing is not a trend but a necessity that will ensure the well-being of humanity. Companies adopting this strategy can gain competitive advantages, improve their image, and change consumer perceptions. It is concluded that its correct implementation requires new strategies involving essential changes related not only to the definition of what is environmental or green but also to a change in mindset. This shift enables the development of sustainable products in this direction and their communication in ways that are credible and impactful for acceptance.