Resumen

SALAS-CANALES, Hugo Jesús. Green advertising: Addressing 21^st century consumer behavior. Fides Et Ratio [online]. 2020, vol.19, n.19, pp.231-246. ISSN 2071-081X.

Abstract Marketing is a discipline that has undergone constant evolution over the years; as a result of concern for environmental degradation, green marketing has emerged as an adaptation of the four traditional variables of the marketing mix (product, price, place and promotion) applied to environmental problems. The purpose of this research is to raise awareness among the academic community and people about the current role of advertising as a means to educate individuals towards social causes, specifically of environmental character. Within this approach, it stands out the role of green advertising in capturing the attention of consumers towards the acquisition of eco-friendly products; that is, through the diverse green messages, it allows the development of pro-environmental behavior and confronts greenwashing or false green marketing. For the development of the research, an extensive bibliographical review has been carried out, after which, it has been concluded that the 21st century consumer shows a greater concern for environmental care; and for that reason, advertisers and organizations must be very careful with the messages they wish to transmit, since they are sensitive and reflective consumers.

Palabras clave : Green marketing; green advertising; greenwashing,; environmental behavior.

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