Memorias del segundo congreso de Marketing y Sostenibilidad. Medellín, Colombia, 2021
Fecha
2021
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Universidad EAFIT
Resumen
Las macrotendencias del mercado vienen apuntando a un consumo responsable y a procesos de marketing sostenible que respondan a consumidores muy informados y conscientes que han llevado a que surjan propuestas de productos y servicios con ADN sostenible que llevan a lo que se reconoce como mercadeo verde. El objetivo del congreso es conversar con quienes han tomado como opción responder a la demanda de un mercado verde y relacionar los esfuerzos que tanto empresas como emprendimientos realizan y ser un escenario para mostrar y discutir lo que se ha logrado. Así en el congreso se da pauta a la facilitación y apropiación de conocimiento relacionados con emprender verde, fomentar desde el mercado estos emprendimientos, innovar verde y mostrar cómo además esta preocupación impacta en los servicios e inserta procesos de marketing transformativo que llega incluso a una vida más sostenible y se convierte en un marco para dar a conocer acciones e iniciativas relacionadas con el tema.
The macro trends of the market are pointing to responsible consumption and sustainable marketing processes that respond to highly informed and aware consumers that have led to the emergence of proposals for products and services with sustainable DNA that lead to what is recognized as green marketing. The objective of the congress is to talk with those who have taken as an option to respond to the demand of a green market and to relate the efforts that both companies and enterprises make and to be a scenario to show and discuss what has been achieved. Thus, the congress gives a guideline to the facilitation and appropriation of knowledge related to green entrepreneurship, to promote from the market these ventures, to innovate green and to show how this concern also impacts on services and inserts transformative marketing processes that even reaches a more sustainable life and becomes a framework to publicize actions and initiatives related to the subject.
The macro trends of the market are pointing to responsible consumption and sustainable marketing processes that respond to highly informed and aware consumers that have led to the emergence of proposals for products and services with sustainable DNA that lead to what is recognized as green marketing. The objective of the congress is to talk with those who have taken as an option to respond to the demand of a green market and to relate the efforts that both companies and enterprises make and to be a scenario to show and discuss what has been achieved. Thus, the congress gives a guideline to the facilitation and appropriation of knowledge related to green entrepreneurship, to promote from the market these ventures, to innovate green and to show how this concern also impacts on services and inserts transformative marketing processes that even reaches a more sustainable life and becomes a framework to publicize actions and initiatives related to the subject.
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Palabras clave
Marketing verde, Sostenibilidad, Emprendimientos verdes