Although environmental writings have purported to influence all human activities, few academic disciplines have been interested in the ecological theme through their literature. This becomes more evident when it comes to marketing. While society has increased its interest in the environment, businesses have so far begun to modify their behaviors in an attempt to address "society's new concerns."
Indeed, there are many problems that affect the planet: the deterioration of the ozone layer, the decrease in fauna and flora, the increasing warming, the transport of polluting waste from developed countries to underdeveloped countries, the decrease in water resources, deforestation and others.
Today, it is observed less frequently, or at least not so well known, that great business leaders confront environmentalists. Investments in environmental technology, estimated at billions of dollars, are the best proof that a surprising reconciliation is happening from the traditional antagonism between economy and ecology.
Another test is the launch of ecological products such as phosphate-free detergents, aerosols that do not pollute the ozone layer, cars with catalysts, organic vegetables, drinks with recyclable packaging, sausages without chemical dyes, rechargeable batteries without mercury, books made with paper ecological and green tourism.
The environmental crusade of the most progressive businessmen is becoming one of the paradoxes of the last phase of capitalism. For the first time, it is observed how efforts are made to reconcile company, ethics, social responsibility, profitability and quality of life.
In the last decade, mainly, some companies have chosen to perceive ecology not as a heavy obligation, but as a new business opportunity. This can translate into obtaining benefits for companies that firmly believe in achieving their environmental objectives.
Some businesses have acted quickly, incorporating concepts such as the Environmental Management System, Clean Production practices or the Zero Emission Program (ZERI) strategies that, in general, seek to integrate environmental aspects in all areas of the organization.
In the environmental world, businesses and products must be "sustainable" and this must be accomplished in the not-too-long term. Sustainability can be beneficial for business, especially from the next century, since sustainable development can become one of the greatest commercial opportunities in history.
As it is observed at first glance, the Ecological Marketing seems to be an idea with a marked tint of sensitivity, which implies more recycling, less packaging and a more active role in the health and well-being of people.
This new environmental sensitivity of businesses suggests, for example, that production should not be planned solely to obtain economic benefits, but, rather, thinking about the needs of the consumer, who does not want products that contaminate just by being launched into the market.
This is the reason why it is thought that the true revolution of consumers is emerging, who are the ones who, influenced by the international environmental movement and motivated by the progressive degradation of the environment, have ended up demanding this behavior change from employers, the consequences of which will affect the entire world economic order. This dynamic seems to be irreversible.
Although the names that have been given to this comment are different, whether it is spoken of ecological marketing, green marketing or environmental marketing, in themselves, they contain the same essence and despite being defined in different ways by the few authors who have written on the subject, most of them revolve around the theme of generating products, processes and technologies that do not harm the environment, taking it as an occasion to take advantage of new market opportunities.
Sustainable development is the starting point by which in different countries different environmental actions begin to be taken, some of them related to some extent, with ecological marketing. This is reflected, in some guidelines that were given at the Rio de Janeiro Summit, on how companies should act to contribute to the preservation of the environment.
However, environmental management is not only a challenge for producers, it is also a tremendous challenge for consumers. Not surprisingly, more and more market research shows that although consumers consider themselves to be environmentally conscious and take environmental impact into account. When they are making the decision to buy something, in general, they are not willing to pay for any of this.
For this reason, the industry has for some time had a strong interest in making the consumer as comprehensive as possible, so that environmental investment has its payoff.
Note: This is only a small part of the investigative work carried out by the authors in their monograph entitled "Green Marketing Practices in the Fast Food Formal Sector and its Effects on the Bogota Consumer".
Environmental Management Systems are the foundation of ISO 14000 standards.
The United Nations Environment Program UNEP- defines Clean Production as the continuous application of a preventive and integrated environmental strategy in production processes, products and services, to reduce the risks relevant to humans and the environment. ambient. This expression really indicates cleaner production, to generate a "more environmentally friendly final product", as a result of a process that incorporates in each of the phases of the product life cycle, the best environmental practices.
The ZERI system can be seen as a great alternative for industries seeking to "produce more with less", by reusing industry surpluses. In addition to being an organizational strategy, ZERI is constituted as a foundation established by the United Nations in 1996 as part of the "Restructuring for Sustainable Development" program. It is also considered as a new parameter of efficiency or the next step of Total Quality (zero defects) and Just In Time (zero inventories).
