Marketing ecológico en la educación del reciclaje: Estrategias para fomentar la cultura de la sostenibilidad

Yermaline E. Ching-Ruíz

doi:10.48204/rea.v3n2.6370

Submitted November 19, 2024

Published 2024-11-20

Artículos

Vol. 3 No. 2 (2024): REA: Revista Científica Especializada en Educación y Ambiente

Ecological marketing in recycling education: Strategies to promote the culture of sustainability

Yermaline E. Ching-Ruíz⁺⁻

DOI https://doi.org/10.48204/rea.v3n2.6370

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DOI: 10.48204/rea.v3n2.6370

Published: 2024-11-20

How to Cite

Ching-Ruíz, Y. E. (2024). Ecological marketing in recycling education: Strategies to promote the culture of sustainability. REA: Revista Científica Especializada En Educación Y Ambiente, 3(2), 61–77. https://doi.org/10.48204/rea.v3n2.6370

Abstract

Green marketing has an important role to play in promoting recycling and environmental education. This article highlights how green marketing strategies, including awareness campaigns, eco-labelling and community projects, have transformed consumer perception and behaviour towards more sustainable practices. In addition, it explores technological innovations, such as the use of mobile applications and social media, which have modernised the way sustainability messages are communicated. It also addresses the impact of green marketing on the formulation of public policies that favour recycling and the integration of these practices in the management of corporate social responsibility. The study was developed using a qualitative, documentary approach, focusing on a review and analysis of documents on green marketing and its impact on recycling education. It concludes that as green marketing continues to evolve, its ability to influence consumer behaviour and environmental policies will be key to building a more sustainable and responsible future.

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References

Alvarado, J. (2020). Reciclaje en América Latina: Desafíos y Oportunidades. Revista de Ciencias Ambientales, 8(3), 45-60.
Chamorro, A., y Bañegil, T.M. (2006). Green Marketing Philosophy: A Study of Spanish Firms with Ecolabels. Corporate Social Responsibility and Environmental Management, 13(1), 11-24. https://doi.org/10.1002/csr.83
Crane, A., Matten, D., y Spence, L.J. (2013). Corporate Social Responsibility: Readings and Cases in a Global Context. 2nd edición. Routledge.
Creswell, J.W. (2014). Diseño de investigación: enfoques cualitativos, cuantitativos y de métodos mixtos. 4ª edición. Publicaciones Sabias.
Delmas, M. A., y Burbano, V. C. (2011). The Drivers of Greenwashing. California Management Review, 54(1), 64-87. https://doi.org/10.1525/cmr.2011.54.1.64
Fink, A. (2014). Realización de revisiones de la literatura de investigación: de Internet al papel 4.ª edición. Sage Publications.
García, M., Hernández, S. y Pérez, R. (2019). La percepción del reciclaje en la sociedad contemporánea: Un estudio exploratorio. Cuadernos de Gestión Ambiental, 27(2), 133-148. https://doi.org/10.29394/scientific.issn.2542-2987.2016.1.1.3.36-52
Kotler, P. (2011). Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(4), 132-135. https://doi.org/10.1509/jmkg.75.4.132
Kotler, P. y Armstrong, G. (2017). Principles of Marketing (17th ed.). Pearson.
Kotler, P. y Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P. y Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. John Wiley & Sons.
Kotler, P., Armstrong, G. y Opresnik, M. O. (2021). Principles of Marketing (18th ed.). Pearson.
Leonidou, C. N., Katsikeas, C. S., y Morgan, N. A. (2013). "Greening" the Marketing Mix: Do Firms Do It and Does It Pay Off? Journal of the Academy of Marketing Science, 41(2), 151-170. https://doi.org/10.1007/s11747-012-0317-2
McDonagh, P., y Prothero, A. (2014). Sustainability Marketing Research: Past, Present and Future. Journal of Marketing Management, 30(11-12), 1186-1219. https://doi.org/10.1080/0267257X.2014.943263
McKenzie-Mohr, D. (2000). Promoting Sustainable Behavior: An Introduction to Community-Based Social Marketing. Journal of Social Issues, 56(3), 543-554. https://doi.org/10.1111/0022-4537.00183
ONU, (2018). World Waste Statistics. Programa de las Naciones Unidas para el Medio Ambiente.
Ottman, J.A. (2017). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Greenleaf Publishing.
Peattie, K. (2001). Towards Sustainability: The Third Age of Green Marketing. The Marketing Review, 2(2), 129-146. https://doi.org/10.1362/1469347012569869
Peattie, K. (2010). Green Consumption: Behavior and Norms. Annual Review of Environment and Resources, 35, 195-228. https://doi.org/10.1146/annurev-environ-032609-094328
Peattie, K. y Crane, A. (2005). Green Marketing: Legend, Myth, Farce or Prophesy? Qualitative Market Research, 8(4), 357-370. https://doi.org/10.1108/13522750510619733
Peattie, K. y Peattie, S. (2009). Social marketing: A pathway to consumption reduction? Journal of Business Research, 62(2), 260-268. https://doi.org/10.1016/j.jbusres.2008.01.033
Ritch, E., Brennan, C. y MacLeod, C. (2009). Plastic Bag Politics: Modifying Consumer Behaviour for Sustainable Development. International Journal of Consumer Studies, 33(2), 168-174. https://doi.org/10.1111/j.1470-6431.2009.00749.x
Ritch, R. (2020). Green Marketing: Sustainable Marketing in a Green Economy. Journal of Cleaner Production, 37(1), 40-50. https://doi.org/10.1016/j.jclepro.2020.120765
Rivera-Camino, J. (2007). Re-evaluating green marketing strategy: A stakeholder perspective. European Journal of Marketing, 41(11/12), 1328-1358. https://doi.org/10.1108/03090560710821206
Thøgersen, J. (2009). Promoting "Green" Consumer Behavior with Eco-Labels. In P. Stern y T. Dietz (Eds.), The Handbook of Social and Environmental Psychology (pp. 222-241). Blackwell Publishing.
Zaman, A.U. y Lehmann, S. (2011). Challenges and Opportunities in Transforming a City into a "Zero Waste City". Challenges, 2(4), 73-93. https://doi.org/10.3390/challe2040073

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[1] Alvarado, J. (2020). Reciclaje en América Latina: Desafíos y Oportunidades. Revista de Ciencias Ambientales, 8(3), 45-60.

[2] Chamorro, A., y Bañegil, T.M. (2006). Green Marketing Philosophy: A Study of Spanish Firms with Ecolabels. Corporate Social Responsibility and Environmental Management, 13(1), 11-24. https://doi.org/10.1002/csr.83

[3] Crane, A., Matten, D., y Spence, L.J. (2013). Corporate Social Responsibility: Readings and Cases in a Global Context. 2nd edición. Routledge.

[4] Creswell, J.W. (2014). Diseño de investigación: enfoques cualitativos, cuantitativos y de métodos mixtos. 4ª edición. Publicaciones Sabias.

[5] Delmas, M. A., y Burbano, V. C. (2011). The Drivers of Greenwashing. California Management Review, 54(1), 64-87. https://doi.org/10.1525/cmr.2011.54.1.64

[6] Fink, A. (2014). Realización de revisiones de la literatura de investigación: de Internet al papel 4.ª edición. Sage Publications.

[7] García, M., Hernández, S. y Pérez, R. (2019). La percepción del reciclaje en la sociedad contemporánea: Un estudio exploratorio. Cuadernos de Gestión Ambiental, 27(2), 133-148. https://doi.org/10.29394/scientific.issn.2542-2987.2016.1.1.3.36-52

[8] Kotler, P. (2011). Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(4), 132-135. https://doi.org/10.1509/jmkg.75.4.132

[9] Kotler, P. y Armstrong, G. (2017). Principles of Marketing (17th ed.). Pearson.

[10] Kotler, P. y Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

[11] Kotler, P. y Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. John Wiley & Sons.

[12] Kotler, P., Armstrong, G. y Opresnik, M. O. (2021). Principles of Marketing (18th ed.). Pearson.

[13] Leonidou, C. N., Katsikeas, C. S., y Morgan, N. A. (2013). "Greening" the Marketing Mix: Do Firms Do It and Does It Pay Off? Journal of the Academy of Marketing Science, 41(2), 151-170. https://doi.org/10.1007/s11747-012-0317-2

[14] McDonagh, P., y Prothero, A. (2014). Sustainability Marketing Research: Past, Present and Future. Journal of Marketing Management, 30(11-12), 1186-1219. https://doi.org/10.1080/0267257X.2014.943263

[15] McKenzie-Mohr, D. (2000). Promoting Sustainable Behavior: An Introduction to Community-Based Social Marketing. Journal of Social Issues, 56(3), 543-554. https://doi.org/10.1111/0022-4537.00183

[16] ONU, (2018). World Waste Statistics. Programa de las Naciones Unidas para el Medio Ambiente.

[17] Ottman, J.A. (2017). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Greenleaf Publishing.

[18] Peattie, K. (2001). Towards Sustainability: The Third Age of Green Marketing. The Marketing Review, 2(2), 129-146. https://doi.org/10.1362/1469347012569869

[19] Peattie, K. (2010). Green Consumption: Behavior and Norms. Annual Review of Environment and Resources, 35, 195-228. https://doi.org/10.1146/annurev-environ-032609-094328

[20] Peattie, K. y Crane, A. (2005). Green Marketing: Legend, Myth, Farce or Prophesy? Qualitative Market Research, 8(4), 357-370. https://doi.org/10.1108/13522750510619733

[21] Peattie, K. y Peattie, S. (2009). Social marketing: A pathway to consumption reduction? Journal of Business Research, 62(2), 260-268. https://doi.org/10.1016/j.jbusres.2008.01.033

[22] Ritch, E., Brennan, C. y MacLeod, C. (2009). Plastic Bag Politics: Modifying Consumer Behaviour for Sustainable Development. International Journal of Consumer Studies, 33(2), 168-174. https://doi.org/10.1111/j.1470-6431.2009.00749.x

[23] Ritch, R. (2020). Green Marketing: Sustainable Marketing in a Green Economy. Journal of Cleaner Production, 37(1), 40-50. https://doi.org/10.1016/j.jclepro.2020.120765

[24] Rivera-Camino, J. (2007). Re-evaluating green marketing strategy: A stakeholder perspective. European Journal of Marketing, 41(11/12), 1328-1358. https://doi.org/10.1108/03090560710821206

[25] Thøgersen, J. (2009). Promoting "Green" Consumer Behavior with Eco-Labels. In P. Stern y T. Dietz (Eds.), The Handbook of Social and Environmental Psychology (pp. 222-241). Blackwell Publishing.

[26] Zaman, A.U. y Lehmann, S. (2011). Challenges and Opportunities in Transforming a City into a "Zero Waste City". Challenges, 2(4), 73-93. https://doi.org/10.3390/challe2040073

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