ECOLOGICAL MARKETING: LITERATURE REVIEW ANALYSIS
DOI:
https://doi.org/10.33871/26747170.2023.5.1.7851Keywords:
Marketing, Sustainability, ManagementAbstract
In recent decades, the environment is a key variable in the management of organizations, and within these, of marketing. The objective of this work is to develop a review of the literature on the concept of ecological marketing, exploring background, its importance and understanding the concept. Scopus, Science Direct, Google Scholar and Scielo databases were used. 50 articles were selected to carry out the review process and rescue what was necessary for their understanding. The results indicate a positive trend in the number of articles that emphasize ecology and the environment in marketing. There is a difference between ecology and sustainability, which is confusing and must be considered. In the future, the revision of ecological marketing business tools, such as their acceptance, is proposed.
Downloads
References
Andrea Prothero (1990) Green consumerism and the societal marketing concept: Marketing strategies for the 1990's. Journal of Marketing Management, 6(2), 87-103. DOI: https://doi.org/10.1080/0267257X.1990.9964119
Baldassarre, F. y Campo, R. (2016). Sustainability as a marketing tool: To be or to appear to be? Business Horizons, 59(4), 421-429. DOI: https://doi.org/10.1016/j.bushor.2016.03.005
Bandura, A. (2007) Impeding Ecological Sustainability through Selective Moral Disengagement. International Journal of Innovation and Sustainable Development, 2(1), 8-35. DOI: https://doi.org/10.1504/IJISD.2007.016056
Belz, F. M. y Peattie, K. (2009). Sustainability Marketing. A Global Perspective.United Kingdom: Wiley.
Belz, F. y Riediger, B. (2010). Marketing Strategies in the Age of Sustainable Development: Evidence from the Food Industry. Business Strategic Environmental, 19, 401– 416. DOI: https://doi.org/10.1002/bse.649
Calomarde, J. (2000). Marketing Ecológico. Pirámide-Esic Editorial. España.
Calvo-Porral, C (2019). The role of marketing in reducing climate change: an approach to the sustainable marketing orientation. In: Climate change and global development. Springer, Cham, 261-283. DOI: https://doi.org/10.1007/978-3-030-02662-2_13
Casabó-Ortí, M. A. (2021). Marketing medioambiental a través del análisis de iniciativas empresariales españolas recientes: balance sobre autorregulación y compromiso organizacional sostenible. Revista de Marketing y Publicidad. CEF, 4, 61-84. DOI: https://doi.org/10.51302/marketing.2021.818
Castro Perales, L. (2016). Marketing ecologico como estrategia para la comercialización de productos de cuidado personal en mujeres entre 20 a 30 años de los distritos de Trujillo y Victor Larco Herrera en el año 2016. Universidad Privada del Norte.
Chamorro, Antonio. (2001). Marketing ecológico; sí, marketing ecológico. Universidad de Extremadura. España.
Chan Hing, K., He, H. y Wang, Y. C. (2012). Green marketing and its impact on supply chain management in industrial markets. Industrial Marketing Management, 41(4), 557-562 DOI: https://doi.org/10.1016/j.indmarman.2012.04.002
First, I. y Khetriwal, D. (2010). Exploring the relationship between environmental orientation and brand value: is there fire or only smoke? Business Strategy and the Environment. Wiley Blackwell, 19(2), 90-103, DOI: https://doi.org/10.1002/bse.619
Fuller, D. (1999). Sustainable marketing: managerial-ecological issues. Sage Publications, Thousand Oaks. DOI: https://doi.org/10.4135/9781452220611
Fuxman, L., Mohr, I., Mahmoud, A. y Grigoriou, N. (2022). The new 3Ps of sustanibility marketing: the case of fashion. Sustainable Production and Consumption, 31, 384-396. DOI: https://doi.org/10.1016/j.spc.2022.03.004
Gil, A. y Barcellos, L. (2011). Los desafíos para la sostenibilidad empresarial en el siglo XXI. Revista Galega de Economía, 20(2), 1-22.
Giraldo Patiño, C., Londoño Cardozo, J., Micolta Rivas, D. y Marmolejo, E. (2021). Marketing sostenible y responsabilidad social organizacional: un camino hacia el desarrollo sostenible. Aibi revista de investigación, administración e ingeniería, 9(1), 71-81. DOI: https://doi.org/10.15649/2346030X.978
Giraldo Patiño, C., Micolta Rivas, D. y Marmolejo, E. (2020). Revisión de la literatura sobre el concepto de marketing sostenible y sus relaciones conceptuales en J. Martínez Garcés (Ed.), Avances en investigación científica. Corporación Universitaria Autónoma de Nariño, Colombia, 385-399.
Gómez-Luna, E., Fernando-Navas, D., Aponte-Mayor, G. y Betancourt-Buitrago, L. A. (2014). Metodología para la revisión bibliográfica y la gestión de información de temas científicos, a través de su estructuración y sistematización. Dyna, 81(184), 158-163. DOI: https://doi.org/10.15446/dyna.v81n184.37066
Guinée, J. B. y Lindeijer, E. (2002). Handbook on life cycle assessment: operational guide to the ISO standards (vol. 7). Springer Science & Business Media. DOI: https://doi.org/10.1007/BF02978897
Hawken, P. (2007). Blessed Unrest. Penguin Group.
Hernández Sampieri, R. y Mendoza Torres, C. P. (2018). Metodología de la investigación: Las rutas cuantitativa, cualitativa y mixta. 1a ed. McGraw-Hill Interamericana.
Hernández, Y. y López, D. (2012). El marketing ecológico y su integración en la planificación estratégica. Telos, 14(2), 223-231.
Ibarra Morales, L. E., Casas Medina, E. V., Valdez, E. y Barraza Martínez, K. (2015). El marketing ecológico como estrategia de posicionamiento global en las franquicias mexicanas que operan en la ciudad de Hermosillo, Sonora. Revista Internacional Administración & Finanzas, 8(1), 93-109. DOI: https://doi.org/10.23913/ricea.v1i1.9
Ibarra, L., Casas, E., Olivas y E. Barrasa, K. (2014). Sustainable marketing as global positioning strategy in the Mexican franchise operating in the city of Hermosillo, Sonora. Revista Internacional Administración & Finanzas (RIAF), 8(1), 93-109.
Jones, P., Clarke-Hill, C., Comfort, D. y Hillier, D. (2008) Marketing and sustainability. Mark Intell Plan, 26(2), 123-130. DOI: https://doi.org/10.1108/02634500810860584
Kelleci, A. y Yıldız, O. (2021). A guiding framework for levels of sustainability in marketing. Sustainability, 13(4), 1-14. DOI: https://doi.org/10.3390/su13041644
Kemper, J. A. y Ballantine, P. W. (2019) What do we mean by sustainability marketing?, Journal of Marketing Management, 35(3), 277-309. DOI: https://doi.org/10.1080/0267257X.2019.1573845
Kotler, P. y Armstrong, G. (2013). Fundamentos de marketing. Decimoprimera edición. Pearson Educación, Mexico.
Kumar, V., Rahman, Z. K., Kazmi, A. A. y Goyal, P. (2012). Evolution of Sustainability as Marketing Strategy: Beginning of New Era. Procedia - Social and Behavioral Sciences, 37, 482–489. https://doi.org/10.1016/j.sbspro.2012.03.313 DOI: https://doi.org/10.1016/j.sbspro.2012.03.313
Kumar, V., Rahman, Z. y Kazmi, A. A. (2013). Sustainability Marketing Strategy: An Analysis of Recent Literature. Global Business Review, 14(4), 601–625 DOI: https://doi.org/10.1177/0972150913501598
Lash, J. y Wellington, F. (2007). Competitive advantage on a warming climate. Harvard Business Review, 85(3), 94-103
Lim, W. M. (2016). A blueprint for sustainability marketing: Defining its conceptual boundaries for progress. Marketing Theory, 16(2), 232-249. DOI: https://doi.org/10.1177/1470593115609796
Lorenzo Díaz, M. (2022). Marketing ecológico y sistemas de gestión ambiental: conceptos y estrategias empresariales. Revista Galega de Economía, 11(2), 1-25.
Lunde, M. B. (2018). Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016). AMS Rev, 8(3), 85-110. DOI: https://doi.org/10.1007/s13162-018-0124-0
Majid, J., Shahid, A. y Keshav, K. (2016). Green Marketing: Sustainable Economy, Environment & Society- Concept & Challenges. Journal of Macromarketing, 8(2), 85-105.
McDonagh, P. y Prothero, A. (2014). Sustainability marketing research: past, present and future. Journal of Marketing Management, 30(11-12), 1186–1219. DOI: https://doi.org/10.1080/0267257X.2014.943263
Mendoza Vargas, E. Y. Boza Valle, J. A. Escobar Terán, H. E. y Macías España G. H. (2017). El marketing verde como generador de valor superior en los emprendimientos. Revista Órbita Pedagógica, 4(2), 129-144.
Morrone, D. (2012). The influence of sustainable development on marketing theory. Megatrend Review, 9(4), 1-20.
Ottman, J. (2013). Las nuevas reglas del marketing verde. Bogotá: Carvajal educación S.A.S
Peattie, K. (1995). Environnmental Marketing Management. Londres: Pitman Publishing.
Peattie, K. (2001). Towards Sustainability: The Third Age of Green Marketing. The Marketing Review, 2(2), 129-146. DOI: https://doi.org/10.1362/1469347012569869
Pogrebova O. A., Konnikov, E. A. y Yuldasheva O. U. (2017). Fuzzy model assessing the index of development of sustainable marketing of the company. IEEE international conference on soft computing and measurements (SCM), 694–696. DOI: https://doi.org/10.1109/SCM.2017.7970693
Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal (AMJ), 25(2), 157-165. DOI: https://doi.org/10.1016/j.ausmj.2017.04.011
Pooja, T., Shirin, A. y Sujata, K. (2022). Sustainability marketing: a literature review from 2001-2022. Journal of Positive School Psychology, 6(2), 131-149.
Purani, K., Sahadev, S., y Kumar, D. S. (2014). Globalization and academic research: The case of sustainability marketing. IIM Kozhikode Soc. Manag. Rev.,93, 93–99. DOI: https://doi.org/10.1177/2277975214520910
Quoquab, F., Mohamed Sadom, N. Z. y Mohammad, J. (2020). Sustainable Marketing. The Palgrave Handbook of Corporate Social Responsibility, 4, 1–24. DOI: https://doi.org/10.1007/978-3-030-22438-7_76-1
Rakic, B. y Rakic, M. (2021). The link between sustainability marketing and bioeconomy. Environmental Engineering and Management Journal, 20(5), 667-686. DOI: https://doi.org/10.30638/eemj.2021.065
Savitz A.W. y Weber K. (2006). The triple bottom line: How today's best-run companies are achieving economic, social and environmental success — and how you can too. Jossey-Bass, San Francisco, CA.
Serbanica, D., Radulescu, V. y Cruceru, A. F. (2015) The role of marketing audit in evaluation sustainable marketing performance in Romanian organizations. Amfiteatru Econ, 17(40):1011
Sheth, J. y Parvatiyar, A. (1995) Ecological imperatives and the role of marketing. In: Environmental marketing: strategies, practice, theory, and research. The Haworth Press, New York.
Sisodia, R., Wolfe, D. y Sheth J. (2007). Firms of endearment: How world-class companies profit from passion and purpose. Wharton School Publishing/Pearson Education.
Sun, Y., Weng, C. y Liao, Z. (2019) Product innovation and sustainable marketing: effects on consumer innovativeness. Tech Anal Strat Manag, 31(7): 765-775 DOI: https://doi.org/10.1080/09537325.2018.1550255
Terrón, M., G. (2007). Estrategia de Marketing Viral. Revista Digital Agenda Empresa, 113
Torres Silva, C. G. (2015). Marketing sostenible: una exigencia de la sociedad y una oportunidad para las empresas. Administración de Negocios Internacionales, Universidad Pontificia Bolivariana.
Wong, E., Ho, D., So, S. y Poo, M. 2021). Sustainable consumption and production: Modelling product carbon footprint of beverage merchandise using a supply chain input-process-output approach. Corporate Social Responsibility and Environmental Management, 29(1), 175– 188. DOI: https://doi.org/10.1002/csr.2193
