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Green advertising is an effective way for companies to communicate their commitment to sustainability and environmental care to an increasingly sensitive audience. Therefore, this article analyzes green advertising and how it affects people in their attitude and consumption behavior of a certain green product, which is manifested in sustainable purchasing. Therefore, the exhaustive review of the literature specifically in green advertising, also empirical research, has observed that it is intended to shed light on the different green advertising strategies currently used. It also emphasizes the importance of consumers, both directly and indirectly, in the creation of environmental systems by organizations and society in general. For this reason, the elements that determine consumers' choices when purchasing organic products are examined. According to the literature consulted and empirical studies, green advertising actions, knowledge and interest in the environment have been found to be factors that favor the solidarity behavior of buying organic products. In addition, the study highlights the relevance of the strategy in green advertising by taking into account the specific cultural and social context when investigating consumer behavior against ecological advertising. Therefore, the study emphasizes the integral approach of ecological marketing, which considers both environmental and non-environmental factors, since it is key to influence consumer behavior towards sustainable products.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
