GREEN MARKETING, AS A STRATEGY TO PROMOTE ENVIRONMENTAL SUSTAINABILITY WHILE INCREASING BRAND AWARENESS

Gutiérrez Salazar, Juliana2024-11-212024-11-212024-11-15https://hdl.handle.net/10115/41861Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2024/2025. Directores/as: María Fernández FernándezGREEN MARKETING, ALSO KNOWN AS ECOLOGICAL MARKETING, INVOLVES IMPLEMENTING COMMERCIAL STRATEGIES FOCUSED ON THE SALE OF ENVIRONMENTALLY FRIENDLY PRODUCTS THAT MINIMIZE ADVERSE EFFECTS ON THE PLANET. BY HIGHLIGHTING THE ECO-FRIENDLY ATTRIBUTES OF THEIR PRODUCTS, COMPANIES CAN ATTRACT THE GROWING NUMBER OF ENVIRONMENTALLY CONSCIOUS CONSUMERS. THIS APPROACH NOT ONLY HELPS REDUCE THE ECOLOGICAL FOOTPRINT BUT ALSO DIFFERENTIATES THE BRAND IN A COMPETITIVE MARKET. OVERALL, GREEN MARKETING ALIGNS A COMPANY'S PROFITABILITY WITH ITS ENVIRONMENTAL RESPONSIBILITIES, CREATING A WIN-WIN SCENARIO FOR BOTH THE BUSINESS AND THE PLANET.engSustainabilityGreen MarketingFood TechTechnologyGreenwashingEnvironmental CareGREEN MARKETING, AS A STRATEGY TO PROMOTE ENVIRONMENTAL SUSTAINABILITY WHILE INCREASING BRAND AWARENESSinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess