Green marketing as a strategy for sustainability and ecological responsibility in SMEs
No. 20 (10), Scientific Research
No. 20 (10)

Green marketing as a strategy for sustainability and ecological responsibility in SMEs

Scientific Research
https://doi.org/10.25009/is.vi20.2991
Published 2025-11-15
Hugo Garizurieta Bernabe
Universidad Veracruzana
Paola Quintanilla Ortiz
Universidad Veracruzana
Jessica Garizurieta Bernabe
Universidad Veracruzana
PDF (Español (España))

Keywords

Sustainability
Ecological Responsibility
Green Marketing
Strategy
Environment

How to Cite

Garizurieta Bernabe, H., Quintanilla Ortiz, P., & Garizurieta Bernabe, J. (2025). Green marketing as a strategy for sustainability and ecological responsibility in SMEs. Interconectando Saberes, (20), 173–183. https://doi.org/10.25009/is.vi20.2991
ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver

Download Citation

Endnote/Zotero/Mendeley (RIS) BibTeX

Abstract

Green marketing, in the context of micro, small, and medium-sized enterprises, is currently used as a promoter of sustainability and ecological responsibility. Using a theoretical method, this research collected both documentary and direct information through a convenience sample of 20 Xalapa microenterprises, to which a 10-question questionnaire was administered in November 2023. The purpose of this study was to analyze the concept of green marketing and its application in promoting the consumption of environmentally friendly products. This study led us to understand the importance of strengthening the company's competitive image as an agent committed to the well-being of society and the environment. The results are presented primarily in qualitative form and show that microenterprises are not complying with the General Law on Ecological Balance and Environmental Protection (LGEEPA) regarding environmental protection.
https://doi.org/10.25009/is.vi20.2991
PDF (Español (España))

References

Aguilar, A. E. (2016). Marketing verde: Una oportunidad para el cambio organizacional. Realidad y Reflexión, 16(43), 85–100.

Alonso, C. (2023). La innovación es la protagonista en estos seis restaurantes de la Ciudad de México. Revista OpenTable. https://www.opentable.com.mx/blog/restaurantes-innovadores-ciudad-de-mexico/

Atellano, S., & Urdaneta G., J. A. (2015). Estrategias de mercadeo verde utilizadas por empresas a nivel mundial. TELOS, 17(3), 476–494. https://www.redalyc.org/articulo.oa?id=99342682007

Cámara de Diputados del H. Congreso de la Unión. (2023, 8 de mayo). Ley General del Equilibrio Ecológico y la Protección al Ambiente (LGEEPA). Diario Oficial de la Federación. https://www.diputados.gob.mx/LeyesBiblio/pdf/LGEEPA.pdf

Cámara de Diputados del H. Congreso de la Unión. (2023, 6 de junio). Constitución Política de los Estados Unidos Mexicanos (CPEUM). Diario Oficial de la Federación. https://www.diputados.gob.mx/LeyesBiblio/pdf/CPEUM.pdf

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Lozana Ramírez, M. (2018). Gestión del conocimiento para el diseño de estructuras de información sobre mercadotecnia verde en segmentos de jóvenes consumidores. El Periplo Sustentable, 35, 1–21.

Monteiro, T. A., Giuliani, A. C., & Cavazos Arroyo, J. (2015). Mezcla del marketing verde: Una perspectiva teórica.Revista de Ciencias Sociales, 21(4), 99–114.

Novillo Díaz, L. A., Pérez Espinoza, M. J., & Muñoz, M. (2018). Marketing verde: ¿Tendencia o moda? Limusa.

PymesGoDigital. (2022). Beneficios del marketing digital. https://pymesgodigital.com/beneficios-del-marketing-digital/

H. Ayuntamiento de Xalapa. (2021, diciembre). Plan Municipal de Desarrollo 2022–2025. https://www.xalapa.gob.mx

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Copyright (c) 2025 Hugo Garizurieta Bernabe, Paola Quintanilla Ortiz, Jessica Garizurieta Bernabe