Revista Universidad y Empresa

ISSN-e: 2145-4558

ISSN: 0124-4639 

Análisis de los modelos de marketing ambiental.

Berenice Maldonado Hernández, Luis Arturo Rivas Tovar, Dónovan Molina Galicia, José Luis Flores Galaviz

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Resumen


El objetivo de este trabajo es revisar la literatura reportada en el estado del arte sobre marketing ambiental y describir aquellos modelos que estudian el comportamiento del consumidor que han encontrado evidencia empírica sustentable.

Luego de una amplia revisión en todos los bancos internacionales de información fueron encontrados cuatro modelos de marketing ambiental y uno que caracteriza a los consumidores verdes. Los modelos son descritos y comparados analizando sus características y equivalencias. Como resultado de lo anterior se concluye que los valores ambientales inculcados en el seno familiar y en la escuela son determinantes para la conducta de los consumidores verdes. 

 


Palabras clave


marketing ambiental, modelos, comportamiento del consumidor.

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