Incidences and Analyses of Green Marketing Strategy in Colombian Exports

Abstract

As environmental awareness plays a more prominent role in purchasing decisions, as
consumers demand improved corporate responsibility, and as national governments
implement regulation of not just the immediate firm’s environmental impact, but
instead on the impact throughout the value chain; those corporations which participate
in green marketing strategies will be positioned for marketplace competitive advantage.
This paper takes the reader through a literature review to define green marketing and
applies the term to Colombian exporting firms recognized for their environmental
practices or products. A survey of seventy-five small and medium sized Colombian
exporters determines usage and perceptions of green marketing practices. Research
indicates that Colombian small and medium sized firms do not yet feel market pressures
to adopt green marketing strategies, but do so based on corporate level ethics.