El Marketing Social Y Medioambiental

Abstract

A través de este estudio se analizan las características del “marketing social” como intercambios de ideas y valores para el bienestar social. Así mismo estudiamos también, dentro del marketing social, sus dos variantes más significativas: el marketing social corporativo o con causa y el marketing medioambiental o verde. Dentro de este último ponemos especial atención en una de sus facetas más criticadas el “greenwashing” o falso marketing, por las significativas repercusiones de carácter negativo que este ha provocado en la opinión pública y en los ámbitos afectados (medioambiente, salud, etc.). Finalmente nos ha parecido conveniente fijar nuestra atención en el término desarrollo sostenible, uno de los puntos de actual referencia del marketing social y medioambiental.

Through this study we have analyzed the characteristics of "social marketing" as exchanges of ideas and values for social welfare. That same study also within the social marketing, the two most significant variants: corporate or social marketing and cause environmental or green marketing. Within the latter will focus on one of the most criticized aspects "greenwashing" marketing or fake, by the significant negative impact that this character has had on public opinion and affected areas (environment, health, etc.). Finally we thought it appropriate to pay attention to the term most used in the world today: "sustainable development". It has become one of the largest common to reach for governments, businesses and society at large targets, because after it, our planet and its inhabitants are risking their own survival. Needless to say, the social and environmental marketing as tools to try to modify behavior, have an important role to play and put your best strategies for achieving the targeted goal.