Green Marketing and the Commercialization of Healthy Food: Case Study of a Company Dedicated to the Production and Sale of Organic Products, Peru

The pandemic caused by COVID-19 has left its mark on humanity as a whole. Consumers have reflected on their lifestyles, which has led them to prioritize health, well-being, and care for the environment by deciding to buy healthier products. Green Marketing is a strategy for the organizations that commercialize healthy or ecological products. This study seeks to determine the relationship between green marketing, its dimensions, and the commercialization of companies. The research is descriptive, cross-sectional, and correlational; a questionnaire consisting of 25 questions was applied to 133 consumers of a company dedicated to the production and sale of organic products in the city of Cajamarca, Peru. The results obtained show the existence of a direct and significant relationship between green marketing and the commercialization of healthy food (0.649). The findings of this study are important for companies in the sector since they conclude that consumers of healthy products in the food industry value a brand based on the green marketing tactics they perceive. Green marketing represents an opportunity for companies that want to successfully commercialize their products.