Green Marketing and Entrepreneurship

Myreya De-La-Cruz-Diaz, Aldo Alvarez-Risco, Micaela Jaramillo-Arévalo, María de las Mercedes Anderson-Seminario, Shyla Del-Aguila-Arcentales

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


The world’s environmental situation is a great source of concern for most people and industries that do nothing but grow over time. People have begun to develop a greater awareness of what they consume and these products’ impact, processes, and transport. The concept of green marketing has been generated. Green marketing is a tool used to show the sustainable objectives of the company while meeting the needs and expectations of customers. This concept is being applied more and more among companies, thus causing a particular influence on the behavior of consumers when making purchases. In addition, the decision of its application gives rise to both advantages and challenges, which are related and can be closely observed in entrepreneurship and small businesses. This chapter presents the concept of green marketing, its importance, presence in current markets, the advantages and challenges of its application. In the same way, it is necessary to highlight the approach taken by this work when relating and highlighting the importance and influence of green marketing in entrepreneurship and small companies over large companies.

Original languageEnglish
Title of host publicationEnvironmental Footprints and Eco-Design of Products and Processes
PublisherSpringer Verlag
Number of pages14
StatePublished - 2023

Publication series

NameEnvironmental Footprints and Eco-Design of Products and Processes


  • Behavior
  • Brand
  • Entrepreneurship
  • Green
  • Green marketing
  • Green marketing mix
  • Greenwashing
  • Sustainability


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