Marketing verde y gestión comercial: factores críticos en la percepción de responsabilidad social en Colombia
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Date
2025-06-16
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Publisher
Corporacion Universitaria Minuto de Dios- UNIMINUTO
Type
Trabajo de Investigación e Innovación
Rights
Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
La presente investigación analiza la brecha existente entre las estrategias de marketing verde implementadas por empresas de consumo masivo y del sector financiero en Colombia y la percepción de responsabilidad social por parte de los consumidores. Mediante una revisión documental sistemática de 65 publicaciones académicas (2018-2025), se identificaron los factores culturales, comunicativos y metodológicos que explican por qué estas estrategias no logran generar una percepción coherente de responsabilidad social ni fortalecer significativamente el posicionamiento de marca. El análisis, realizado con ATLAS.ti, reveló que la coherencia entre mensaje y acción constituye el factor más determinante (42 menciones), seguido por la transparencia (38) y el escepticismo del consumidor (35). Los resultados evidencian que las empresas colombianas enfrentan desafíos significativos relacionados con la adaptación cultural de sus mensajes, la verificabilidad de sus afirmaciones ambientales y la integración de la sostenibilidad en su modelo de negocio. Las estrategias más efectivas son aquellas que demuestran consistencia entre comunicaciones y prácticas reales, respaldadas por certificaciones reconocidas y adaptadas a valores culturales locales. Esta investigación contribuye a la comprensión de las dinámicas específicas del marketing verde en el contexto colombiano y ofrece lineamientos para desarrollar estrategias más efectivas que generen valor tanto para las empresas como para la sociedad.
This research analyzes the gap between green marketing strategies implemented by mass consumption and financial sector companies in Colombia and consumers' perception of social responsibility. Through a systematic documentary review of 65 academic publications (2018- 2025), the cultural, communicative, and methodological factors that explain why these strategies fail to generate a coherent perception of social responsibility or significantly strengthen brand positioning were identified. The analysis, conducted with ATLAS.ti, revealed that consistency between message and action constitutes the most determining factor (42 mentions), followed by transparency (38) and consumer skepticism (35). The results show that Colombian companies face significant challenges related to the cultural adaptation of their messages, the verifiability of their environmental claims, and the integration of sustainability into their business model. The most effective strategies are those that demonstrate consistency between communications and actual practices, supported by recognized certifications and adapted to local cultural values. This research contributes to understanding the specific dynamics of green marketing in the Colombian context and offers guidelines for developing more effective strategies that generate value for both companies and society.
This research analyzes the gap between green marketing strategies implemented by mass consumption and financial sector companies in Colombia and consumers' perception of social responsibility. Through a systematic documentary review of 65 academic publications (2018- 2025), the cultural, communicative, and methodological factors that explain why these strategies fail to generate a coherent perception of social responsibility or significantly strengthen brand positioning were identified. The analysis, conducted with ATLAS.ti, revealed that consistency between message and action constitutes the most determining factor (42 mentions), followed by transparency (38) and consumer skepticism (35). The results show that Colombian companies face significant challenges related to the cultural adaptation of their messages, the verifiability of their environmental claims, and the integration of sustainability into their business model. The most effective strategies are those that demonstrate consistency between communications and actual practices, supported by recognized certifications and adapted to local cultural values. This research contributes to understanding the specific dynamics of green marketing in the Colombian context and offers guidelines for developing more effective strategies that generate value for both companies and society.
Description
Analizar, mediante revisión documental, los factores culturales, comunicativos y metodológicos que generan la brecha entre las estrategias de marketing verde implementadas por empresas de consumo masivo en Colombia y la percepción de responsabilidad social por parte de los consumidores durante el período 2018-2025
Keywords
Marketing verde, Greenwashing, Percepción del consumidor, Responsabilidad social empresarial, Posicionamiento de marca, Sostenibilidad, Green marketing, Greenwashing, Consumer perception