Стратегии зеленого маркетинга в международном бизнесе и особенности их реализации в Эквадоре Green marketing strategies in International business and specifics of their development in Ecuador
Аннотация
Ecological marketing practices in Ecuador face several obstacles common in developing countries. This study focuses on analyzing consumer perceptions, market segmentation and the effectiveness of marketing strategies employed by companies in the country. Through an analytical research, literature review and a quantitativedescriptive survey of 92 Ecuadorian citizens, the factors that influence consumer attitudes towards sustainable products and the impact of ecological marketing initiatives are identified. In addition, success stories of national and international
companies in Ecuador, such as Pacari and Nestlé, are analyzed, highlighting the best practices and key success factors that may be applicable in other markets. The study also highlights the crucial role of government initiatives, especially those led by Agrocalidad, in promoting organic marketing and positioning Ecuador as a leading exporter of organic products. The findings provide valuable information for companies
wishing to adapt their ecological marketing strategies to the Ecuadorian market, highlighting the importance of sustainability, innovation and consumer participation to promote business growth and environmental conservation. Overall, this thesis offers a deeper understanding of consumer behavior, market dynamics and the changing
landscape of ecological marketing in Ecuador.
companies in Ecuador, such as Pacari and Nestlé, are analyzed, highlighting the best practices and key success factors that may be applicable in other markets. The study also highlights the crucial role of government initiatives, especially those led by Agrocalidad, in promoting organic marketing and positioning Ecuador as a leading exporter of organic products. The findings provide valuable information for companies
wishing to adapt their ecological marketing strategies to the Ecuadorian market, highlighting the importance of sustainability, innovation and consumer participation to promote business growth and environmental conservation. Overall, this thesis offers a deeper understanding of consumer behavior, market dynamics and the changing
landscape of ecological marketing in Ecuador.