Análisis de la incidencia del marketing verde en las decisiones de compra de consumidores de supermercados en Guayaquil

Abstract

Environmental behavior is crucial due to the severe environmental issues caused by resource exploitation and inefficient production methods. Consumers, increasingly aware of the ecological impact, have adopted sustainable practices and demand the same from companies. In this context, green marketing has gained popularity, especially in supermarkets, but the lack of clarity in strategies can create a gap between consumer expectations and the actual actions of companies. Eco-certifications, designed to build trust, do not always achieve their goal. Despite the growing interest in eco-friendly products, the willingness to pay more for them is still limited in certain market segments, suggesting opportunities to improve communication and transparency.