Green Marketing en la industria manufacturera de México
Palabras clave:
Green Marketing, Industria manufacturera, México, Marketing verde, Producto verde, Precio verde, Plaza verde, Promoción verde, Marcas verdes, Greenwashing, Empresas manufactureras mexicanas, Industria metal-mecánica, Industria química, Industria textil, Industria aeronáutica, Industria automotriz, Industria alimenticia, Factores de éxito, Economía mexicana, Prácticas ecológicasSinopsis
En las últimas dos décadas las actividades industriales y comerciales se han caracterizado por la generación de una degradación medioambiental que cada vez más va en aumento, sin embargo, la comunidad científica, académica, empresarial, organismos internacionales y los gobiernos han respondido a esta problemática promoviendo prácticas tanto industriales como comerciales sustentables, fomentando para ello diversas iniciativas y estrategias ecológicas que mejoren el medioambiente y la sustentabilidad. En este sentido, el Green Marketing aparece en la literatura como una de las estrategias que cada vez más se está adoptando e implementando en las empresas industriales, comerciales y de servicios de cualquier país del mundo y, en particular, en países en vías de desarrollo y de enconía emergente, como es el caso de México.
El principal objetivo del Green Marketing es generar una conciencia entre los consumidores sobre la adquisición responsable de productos amigables con el medioambiente para que el impacto negativo al medioambiente sea el menor posible. Adicionalmente, son cada vez más los estudios publicados en la literatura que han analizado y discutido las tendencias y el desarrollo del Green Marketing. Sin embargo, son necesarios más estudios para comprender la importancia que tiene esta estrategia, no solamente para las empresas manufactureras sino también para la sociedad en general. Por ello, estudios preliminares han centrado su estudio en el diseño y exposición teórica del Green Marketing, las bases teóricas y las trayectorias de investigación, las tendencias y los patrones de colaboración, entre otros; pero son relativamente pocos los estudios que se han centrado en su análisis y discusión desde la perspectiva de los países en vías de desarrollo y de economía emergente, como es el caso de México.
Desde esta óptica, un grupo de investigadores del Departamento de Mercadotecnia de la Universidad Autónoma de Aguascalientes, comprometidos con el desarrollo de iniciativas del cuidado del medioambiente y la sustentabilidad, se han orientado en la realización de un análisis exhaustivo de la situación actual que guardan las empresas manufactureras de México, con respecto a la adopción e implementación de iniciativas y programas de Green Marketing, con la finalidad, por un lado, de aportar evidencia empírica de las principales acciones de Green Marketing que están aplicando las empresas manufactureras; y, por otro lado, determinar las fortalezas y debilidades de las compañías manufactureras que permitan generar propuestas de acción para mejorar y desarrollar iniciativas de Green Marketing.
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