Resumo

CONRAUD KOELLNER, Eva  e  RIVAS TOVAR, Luis Arturo. Review of environmental marketing practices in Mexico in the areas of government, business and NGOs. Investig. adm. [online]. 2008, vol.37, n.102, pp.47-62. ISSN 2448-7678.

This paper is focused on environmental marketing, from its antecedents and its role in the present society, characterized by high levels of consumption that generate harmful lifestyles and behaviors for the environment. As a strategy to face environmental issues in Mexico, marketing campaigns have been launched in the last few years as a mean to generate consciousness of the pollution issues to the population and simultaneously of the role of the different social factors that cause them. A descriptive study case of marketing campaigns was applied nationwide in order to determine differences and similarities in the strategies adopted specifically by public institutions, companies and non profit organizations, as social agents of most impact in the society. This paper shows the results obtained, that pretend to be considered to enrich previous models of green behavior.

Palavras-chave : Environmental marketing; marketing campaigns; green behavior; Mexico.

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