Ecological marketing.

The concept of ecological marketing is about highlighting the environmental benefits of

a product or service and illustrate how brands are changing their processes and

practices to be more aware of the environment; for consumers, it means

that you can hear terms like 'ecological', 'sustainable', 'organic', 'recyclable',

or reduction of the 'carbon footprint', among others. A carbon footprint is the impact

environmental of a person or a company. The American Marketing Association

(AMA, for its initials in English) defines green marketing from different approaches.

From a commercial approach, it defines it as the marketing of products that are assumed

environmentally safe, from a social approach it defines as development and

marketing of products designed to minimize negative impacts on the environment

environment or to improve its quality and from an environmental approach it defines it as the

efforts of organizations to produce, promote, pack, and recover the

products in a way that is sensitive to or addresses ecological concerns

American Marketing Association, 2017). Every day that goes by, people are more

committed to the environment, that's why the strategies of ecological marketing

they are increasingly important in all types of businesses. Currently, access to the

information is becoming easier and the same means have increased even more

communication. People are aware of the harm that some products cause and

industrial processes; the depletion of natural resources; the decline of the

biodiversity; the destruction of the ozone layer. Society increasingly possesses more

information and therefore greater environmental awareness. Another factor that has

influence on society is the emergence of the concept of quality of life. More and more, the

People's leisure focuses on enjoying the natural environment. It is shifting the

tourism towards natural sites. This social phenomenon has also influenced the fact that
They have created companies specializing in this rural tourism sector and that the companies that

They exist, take better care of their relationship with the environment. In parallel, it refers to the fact that the

nature protection and sustainability play a very important role and the

The objective focuses on offering products and services with an environmental value that gives us

allows us to improve our position in the market. Likewise, the companies that apply

these types of actions manage to differentiate themselves by offering sustainable products and services,

opting for less polluting production or promotion processes or having

reduced or reusable packaging; among many other actions. It is perceived that this type of

businesses are highly valued by users and customers, in fact, there are certain

consumers who make all their purchasing decisions based on sustainability and

the brand's ecological commitment. However, there are companies that proliferate, apply

very unethical tactics to make their products appear eco-friendly when they are not.

In the current development of business, the trends regarding the

Marketing emerges every day as a result of research as well as

identified needs. Also, the requirement for care and preservation of

environment through the production and marketing of products or services

that are environmentally friendly. Keeping in mind that this type of marketing is

fundamentally based on how customers react to the nature or the end of

the consumption of their products can be eco-friendly, as through

Over the years, various policies for control have been implemented globally.

products that are ecological and create an impact on consumers' minds,

thus obtaining an awareness of the damage that has been caused with the

passage of time and development of society. Trying to understand the real interest of the

companies facing Green Marketing have considerable importance, as it allows and

it facilitates identifying new alternatives for the full and ideal development of a brand with
extraordinary benefits for consumers, organizations, society, and

planet. Possibly, when we think of ecological marketing the first thing that comes to mind is

venga a la mente is an extremely environmentally committed brand or

that belong to sectors related to recycling, renewable energies, etc. But,

however, it is important to clarify that practically any type of company can

apply actions that fall under green marketing. Not for nothing, almost all the

companies pollute or use non-renewable resources. This means that in their

I am implementing actions and processes to remedy this impact

environmental. These can involve all kinds of measures from creating a product

ecological, make a change in packaging and avoid or reduce the use of plastics,

adopt practices that are sustainable or create campaigns and promotions in support of

defense of the environment.

Why choose eco-friendly marketing?

Adopting this type of measures undoubtedly involves a greater outlay, but it ultimately ends up being

profitable because the demand for ecological solutions is increasing by leaps and bounds

gigantic. On the other hand, if we carry out ecological marketing actions

we attract consumers fully committed to sustainable consumption, but,

On the other hand, if we do not bet on sustainability, we will lose the opportunity for these

people consume our products. In addition, the advantage of this type of processes is

that do not harm consumers that you do not have a social commitment. Therefore,

applying them will not, at any time, threaten the customer base we do have, but yes

which will allow us to reach an untapped sector. Some of the main advantages

what contributes to implementing green marketing in a marketing strategy is

next:
 Greater control over the generation of polluting agents.

Promotes responsible consumption and allows for control of foreign substances that

They cause air pollution, such as gaseous, liquid, and solid agents.

2. Use of less polluting materials.

It reduces the negative impact on the environment, as it promotes the use of

materials that are eco-friendly and do not harm the planet.

3. New segments of the audience aware of the environment.

It allows reaching new segments of the public that are aware of the issues.

current and the need to implement changes in the production processes and

communication strategies. It is a concept that has multiple alternatives of

development.

4. Improve brand image.

While working with an innovative concept and, in addition, being committed to taking care of

environment, this causes many customers to see the company in a different light. It is a way

to demonstrate to customers that the product offered does not cause damage either in the

environment in people's health. In this way, it revaluates the brand.

In addition, investors, shareholders, and other stakeholders will also have an image.

much more positive for the company and that will improve agreements and the business in general.

In this way, a large number of financial advantages can be achieved. For

Achieving it is important to show transparency and spread real campaigns.

5. Improve positioning.
By fulfilling social responsibility, many clients start to consider the

product as better than those of the competition. In this way, one can achieve a

positioning in higher quality categories and also with the eco label,

what is synonymous with a competitive advantage.

6. Innovation.

Implementing green marketing or ecological marketing is a way to transform the

business model, making it easier to gain more support. Opt for a plan

ecological allows for innovation in different areas of the company and provides solutions

more creative, as well as taking new paths at the social and technological level.

Some disadvantages that are worth mentioning, as implementing it may hinder or

negatively affect the company in the sense that it involves many extra costs and

problems with some people who do not believe in this new trend.

Costs in adapting products, services, and processes.

Adapting the entire production process and innovating in the processes involves a lot

additional expenses that some people are not willing to incur. For

To bet on this change, it is necessary to take risks.

In addition, the products that are part of the eco-label tend to be more

and some consumers are not willing to pay its price. Due to the high

production costs, the final price of these organic products or services inflates.

2. Issues with current suppliers.

Some suppliers want to stick with the usual techniques and services, and that can

be problematic when negotiating with them. Responsible products or services

are harder to obtain, so there are fewer suppliers to be able to

to count. Its acquisition represents an extra effort.

Nowadays this type of green marketing, also called sustainable marketing, is going

targeted at a segment of the population, still small. Little by little, more people are joining.

adding to this change and they are becoming aware of the need to innovate. Without

embargo, there is still work to be done and measures to implement.

If the current pace of production and consumption continues, in 50 years it will be

the equivalent of two 'Earths' is necessary. It is the responsibility of companies and

public organizations to educate in values and provide more knowledge of cause.

It is necessary to give new approaches to raising awareness to care for the environment.

and convincing companies not to use materials that are harmful to health.

How does ecological marketing work?

There are many types of green actions that we can carry out in our company:

larger or smaller and with a lower or higher cost. Some of them are:

Reduce the raw materials you consume and/or minimize the waste you produce.

generate: one of the biggest trends in eco-marketing is to choose and

promote the Cradle to Cradle culture (From cradle to cradle) that takes precedence over everything.

be reusable and return to the product's life cycle.

Promote responsible consumption: the first point is to offer products without

planned obsolescence but also promotes the culture of reuse

and the fight against fast consumption in favor of more elaborate products and

specials. Especially important events like Christmas.

Get your products certified with labels or certifications.

 Participate and collaborate in events in defense of the environment: If you want

Consolidating your brand as a green alternative is important for you to be associated.

with environmental events. You can participate in many ways, from with a

presentation even with a stand to showcase your products. Meanwhile at the level

Locally, you can promote events and actions that encourage environmental care.

recycling campaigns, awareness, organizing a trash collection, etc.

This is what green marketing is all about, as marketing strategies are established.

that exist in the market, should no longer be directed towards mass production or to

mass consumption, they must be responsibly safe for the environment. In the

specific case of Peru, many already, are the companies that have carried out small

major changes in the marketing of their product catalog,

starting from the packaging, which can be reused or that already have a

new presentation, like biodegradable packaging, the same ones that through

campaigns for the mass dissemination of information through traditional and non-traditional media

traditional, position in the consumer's mind, the new need of the brand

for presenting itself as a new alternative that cares about the world where

they live their clients. This type of Marketing 'can be included within the so-called

Solidarity Marketing or Cause Marketing, a strategy through which a

the company commits to collaborating on a social project in exchange for benefits from

image and therefore economic, managing to create a differential value of the brand,

connecting with people's consciousness and sharing with them their principles or

ideals. (Ecoestrategia, 2017). Furthermore, there was a rise in the level worldwide

cultural of people in a notable way. It has been shown that the greater the

the cultural level of individuals, they value the environment more.

An example of green marketing is the company LG Electronics, due to its consideration.

the environment significantly in its production and marketing cycles. Thus, its

product ranges are safe and environmentally friendly. Likewise

way, LG's inverter compressor technology has set a standard in the

industry and one of the most advanced energy-efficient compressors in all its

cooling systems. That is one of the reasons why this example of green

marketing is so successful. The inverter linear compressor allows refrigerators

consume 32 percent less energy and produce 25 percent less

noise. While in air conditioners, which allow cooling the air down to

40% faster than normal, which saves up to 70% energy in the process.

comparison with conventional air conditioners. According to the company, LG

they are fully committed to being an example of green marketing having more

greenhouse effect products to protect the environment from impacts

dangerous that could mean doom for humanity. The brand has adopted

deliberately as a policy that means, at all levels of production,

They are aware of the fact that the environment must be kept safe for everyone.

That is what the company defends. As a result of this friendly attitude towards the

environment, the company was designated to be honored by the Protection agency

Environmental of the United States for environmental protection with electronics

of energy-efficient consumption. This was showcased on the back of the

almost 300 ENERGY STAR-certified models from LG.

The false eco-friendly.

As we have seen, eco-friendly companies are increasingly valued in the market.

and as we have explained before, there is a growing number of people who

only opts for this type of products and services. On the other hand, consumers

LOHAS are willing to spend more money than other types of users simply

because the product is sustainable. Something logical, because it is understood that the costs of

production is higher (just like its quality). That is why more and more

Companies opt for a practice known as 'greenwashing'.

Basically, this strategy - not recommended, by the way - consists of applying certain

changes to a product (generally, an already existing one) to make it look eco-friendly, but without

serlo. A notable example in this regard is the fraud that has fully involved

many organic products. If you regularly consume news, you have surely read more about

once how scandals related to the sale of alleged food are uncovered -

generally fruits and vegetables - that are promoted as organic and coming from

a sustainable agriculture without being so.

Factors of the business environment.

The company is also conditioned in its way of acting by several factors.

close to the business environment:

1. Social environment: The company makes decisions regarding its own

workers. From planning the workstations in such a way that the

workers are in the best environmental conditions. It is the

a discipline called occupational health, which is responsible for it. We will distinguish

occupational health and environment as two different disciplines. In other

countries, such as the United Kingdom, do not make this distinction, since health

labor is nothing more than the internal environment of a company, which also

it impacts the external environment. If workers have

appropriate environmental behaviors and the company ensures that they do not
 expose themselves to health risks, this will clearly benefit the environment

general environment.

2. Political environment: The local, regional, state, and community environment.

international has a great influence on business decisions. The

The European Union is increasingly demonstrating greater environmental demands due to the

companies. In addition, the rules and requirements will vary depending on the

ruling party at each political level, and depending on whether they are more or less

demanding international agreements.

3. Economic environment: The company is conditioned by the customers.

potential and the usual ones, and by the competing companies. It has been

introduced in many companies the environmental variable as an element of

competitiveness.

4. Ethical commitment: The behavior of companies is

evolving towards an ethical commitment. More and more is demanded of the

companies that have a committed behavior. It is not only demanded

that they have appropriate environmental behavior, but also that it

communicate. Consumers are starting to demand that part of the price that

payment for the products is invested in an ethical change of the company.

Market segmentation.

All people form the so-called 'consumer society'. In this mass of

Consumers have a huge variety of desires and preferences, with different

varied motivations and influences. In such a heterogeneous market, a company to

to be able to apply a marketing plan you will first have to define which audience you are going to

to direct. This is called market segmentation. Segmenting is 'to differentiate the

total market of a product or service, in a certain number of elements (people or

homogeneous organizations among themselves and different from others, in terms of habits,

needs or tastes of its components, which are called segments, obtained

through different statistical procedures, in order to apply to each segment

the most suitable marketing strategies to achieve the established objectives

prioritized by the company.

In ecological marketing, a unique segment of the population is taken into account,

sensitized by the degradation of the environment.

The identification of this segment is carried out through opinion surveys and

behaviors.

Depending on the countries, types of products, etc., it is found that the percentages of

the components of each group are variable, but the patterns remain in

all countries.

There are segments more predisposed to buying organic products, especially the

young population is able to buy an ecological product, even if it is at a price

higher, however, if the price of the organic product rises by an additional 5%, the

the number of young people willing to pay for it decreases substantially.

A segment of the population that consumes environmental goods has now emerged.

that did not exist before, and they are the retired elderly. With a greater

hope and quality of life, continue consuming many products (for example,

rural tourism.

The decision-making process for purchasing eco-friendly products.

In any purchasing decision process, there are a series of stages, from the moment it arises.

the need until the purchase is made:

1- Recognition of the need that must be satisfied.

2- Information search: Find out what products or services exist in the

market to meet that need. In the case of organic products,

the benefits offered to the consumer are long-term, and in general

they affect the last level of Maslow's hierarchy, as they produce sensations of

self-satisfaction. Normally the protection and respect for the environment

they produce long-term effects, as the damage caused by lack of respect

to this are not perceived immediately. Although there are exceptions, such as

the ecological accidents that occasionally occur and create a stimulus

in the short term.

3- Selection of the most suitable product among the existing ones: The selection of a

the determination of a product among the different alternatives depends on 3 variables:

Recognition: the information that the consumer possesses causes them to

recognition of a certain product or brand, which allows it to include

the product in a category, in this case ecological, and differentiate them from the rest

of products in the same category, in this case organic, and differentiates them.

from the rest of the products in that same category.

Attitude: we already saw that attitude is a predisposition to act in a

a certain way, and is influenced by what the buyer expects to receive

satisfy the product. Promotional messages about the environment and

Ecology is important because the benefits are not perceived in a straightforward manner.

direct and immediate, but rather perceives them through information. The

the consumer does not only value ecological benefits, but also evaluates a

set of benefits that motivate their purchasing decision. Therefore, it is

it is necessary for marketing not to only focus on ecological valuation

 of the product and neglected other benefits that may be for the consumer

very important.

Trust: trust is the degree of certainty that the consumer attributes to the

evaluation conducted on the product or brand. The lack of trust

it decreases the purchase intent, therefore, the controls and regulation

organic products will prevent loss of trust (the labeling

unique, the ISO 14001 standard...)

Purchase decision: to acquire the selected product or brand.

During this decision-making process, a series of factors come into play that can

to discourage the consumer from purchasing a certain product:

The passage of time: normally the intention to buy weakens.

with the passage of time. This happens with all products, it is not a

specific characteristic of organic products, as it depends on the

degree of consumer involvement in the decision-making process.

The price: a very high price for an ecological product can inhibit the

purchase. As we have seen before, if the price is higher than that of the products

Non-ecological, it will give consumers confidence about the product.

But an excessively high price decreases the number of people who

consume the product.

The non-habituality: the different presentations of the same product,

example, the replacement of one container with a more ecological one to which the

consumers are not accustomed to the need for an effort to communicate

the change for the consumer to adopt a positive attitude towards it.
 The unavailability: organic products, being relatively

novel, they are not included in all general distribution channels

of the products.

Product use and post-purchase evaluation: the study and knowledge

the behavior of the consumer during the use of the product is very important

for marketing related to future purchases.

The motivations of consumers of organic products.

Consumers of organic products buy these products, often,

because buying green expresses a green feeling of cleanliness of guilt and

of commitment to environmental protection. Consumers of products

ecological or potential consumers can be classified into different groups, according to

his attitude towards the environment:

Ecoactives: They decide that it is necessary to act to solve the problem.

Ecopassives: They think the problem is not theirs and that others will take care of it.

to solve the problem of the environment.

Eco-posts: They believe that there is no problem and decide not to act.

Eco-skeptics: They think that taking action to solve problems is useless.

environmental.

Eco-conscious: They agree with those who act to solve the

They recognize that a problem exists, but they do not act directly.

Depending on which of these groups the company's marketing wants to target, it should use

a different strategy. It should also apply strategies to stimulate attitudes

ecological and appropriate communication, so that inactive or non-active groups do not

aware of the environmental problem have knowledge of it through

marketing and its products.

Ecological communication.

Communication is one of the variables of the marketing mix composed of a set of

tools: advertising, sales promotion, public relations, or personal selling.

Likewise, communication contributes to achieving marketing objectives.

but it is necessary for it to be produced in a coordinated manner with the rest of the instruments

of the marketing mix. A communication model must respond to the following

issues who, what it says, on what channel, to whom and with what effect. Communication is

especially important in the case of companies that care for the environment. From

nothing serves if their behavior is good, if they do not communicate it. Thus, the information

ecological presents differences compared to other types of information

products or services. Information about ecological and environmental products

it has an emotional component, although it is also necessary to use a

rational type communication so that the stimulus it provokes in the receiver

(consumer) be as durable as possible. The tools that a company uses

to communicate are the following:

1. Advertising: It is a paid and non-personal form of presentation and promotion.

of ideas, goods, and services on behalf of an identified person. In recent

for years, a large number of companies have used environmental arguments to

promote your products.

2. 'Publicity': It is the dissemination or presentation not paid for by the advertiser of

information in media regarding a product or service.

 3. Sales promotion: these are short-term incentives aimed at buyers,

sellers, distributors, and prescribers to stimulate sales.

4. Sales: Personal communication with one or several potential clients with the

Finally able to complete the purchase.

5. Public Relations: These are actions aimed at improving, maintaining or

protect the image of a product or company. In the environmental field,

public relations will try to create a corporate image for the company

committed to the environment. The image must affect everyone

areas of the company, in a coherent manner.

6. Sponsorship: It involves the provision of money or other goods to an activity or

event that allows the commercial exploitation of them at different levels.

7. Fairs and exhibitions: Presentation and, on occasion, short-term sale of

products from a sector to intermediaries and prescribers.

Companies must communicate their behaviors regarding the environment. If

they don't do it, consumers will not know it and in many cases the opinions that

they form as a consequence of ignorance and can be completely

distorted and removed from reality. Although a company thinks it has nothing

positive to communicate, this is rarely the case. The communication that is carried out by the

companies must be proactive. They should maintain an attitude of anticipation towards the possible

Questions and answers from customers. It is the company that should ask the customer.

about their interests, preferences, and satisfactions. The information provided by them...

companies about their behavior must be as truthful as possible, enhancing the

positive aspects, but never hiding the negatives or weaknesses. A

The behavior of concealing reality can produce a distrust effect.

in the recipients. It is important to note that the communication process is not

simple. Interferences occur in all communications that cause the

message sent by the sender does not reach the receiver in the desired form. These

interferences are much greater in verbal communication, so one must choose

precisely the type of medium that one wants to use. Written communication

it usually leads to minor misunderstandings. One must also take care in a manner

especially the type of language used in communication. Above all, in the

environmental communication: technical language should not be used for

communicate with people who do not understand that topic. It will be different when the

interlocutors be scientists, ecological groups, or people trained in the subject

environmental.

Ecological marketing in Peru.

Recently, many states have expressed their interest in ecological issues,

implementing regulations to protect the global ecosystem; and on the side of the

people are gradually increasing their consumption of eco products

sustainable. Introducing the environmental concept into marketing in the way that

the environment deteriorates with actions in business decision-making (Salas,

In Peru, these ecological topics are still not very developed and applied.

but changes are already seen in advertising with media and promotions dedicated to a

nature protection education (Vega, 2015). The companies that operate today in

day with ecological marketing in Peru, they have designed commercial offers that satisfy

the future needs of the next generations. To achieve this, behavior

sustainable must take as its mission to reorganize the behavior of the company with

the aim of contributing to overcoming the environmental crisis that the planet faces. Some

of these companies are:

 Goclean waterless: commercial company selling cleaning products

cars, motorcycles, and bicycles, without the need to use water. Their

Products are made from biopolymers and natural compounds

biodegradables.

Ecoempaques: dedicated to the manufacture of environmentally friendly products

environment based on recycled paper, as well as in the promotion of the

segregation and recycling of paper.

Responsible Travel Peru: is the best and largest platform for tourism

sustainable in Peru. It is a company that serves as a bridge between the sector

tourist and community rural tourism projects, as it represents some of

communities before the tourism operators.

4. B Green: works alongside companies, governments, and the community in general, in the

development of innovative actions that translate into environmental benefits and

social networks that help create.

In conclusion, in Peru, ecological marketing is in development, furthermore, the

companies are starting production processes aligned with the new concepts

ecological. Consumers also adopt new consumption patterns that

they represent 'healthy foods', and force companies to meet this new demand.

Companies are modifying their proposals; they not only have the vision of being concerned

due to profitability, they must now take into account social responsibility. Likewise, the

sustainable tourism is associated with a new model of economic development that does not

destroys the resources on which its future depends. We can conclude that marketing

ecological and sustainable tourism, in Peru, is accelerating in the current context as a

systematic vision.
Eco-marketing is undoubtedly a growing sector and everything points to the fact that it will continue.

growing in the future. Therefore, more and more people are interested in consumption

of organic products and the origin and manufacturing process of these increasingly

they carry more weight in the purchasing process and in consumer habits. Therefore,

we are facing the perfect scenario if we want to start working on a strategy

specific focused on positioning a company or products of this type. Of the same

Thus, working on green marketing strategies is a perfect opportunity to attract and

retain this type of consumers. Perhaps, in the coming years we will see how

this sector continues to grow and more companies of this type will emerge.

It must be taken into account from now on that the conservation of the environment is very

important and requires joint work from the State, organizations, and the

consumers. Thus, organizations that apply measures of an environmental nature

they will improve their image and can respond to the new needs of their clients

ecological, thus gaining a competitive advantage. One must not forget to take into

It is said that greenwashing is a strong threat to new organizations.

they can implement ecological marketing strategies, due to the fact that it has caused

that the customer loses trust in organic products, due to practices

deceptive of this type of organizations.

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