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.
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