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Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.11839/9472
Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Salamanca Leguizamón, Natalia | - |
dc.date.accessioned | 2024-04-18T19:22:35Z | - |
dc.date.available | 2024-04-18T19:22:35Z | - |
dc.date.issued | 2024-02-07 | - |
dc.identifier.citation | APA 7th - Salamanca Leguizamón, N. (2024) El greenwashing como estrategia de marketing en Colombia. El caso de la industria textil. [Trabajo de grado, Fundación Universidad de América] Repositorio Institucional Lumieres. https://hdl.handle.net/20.500.11839/9472 | - |
dc.identifier.uri | https://hdl.handle.net/20.500.11839/9472 | - |
dc.description | The main objective of this study was to analyze the marketing strategies based on Greenwashing used by the textile industry in Colombia. For this purpose, a review of the current literature on greenwashing was carried out, which allowed the conceptualization and a scale for its identification based on 6 dimensions. Advertising strategies were also analyzed based on 4A marketing and its use in the industry. textile. Using the appropriate theoretical concepts, H&M and Zara advertising campaigns that were identified as greenwashing were analyzed. Finally, consumer reactions to a case of greenwashing that occurred in Colombia (Falabella Colombia's El Denim es + Verde Campaign) were examined with the use of experimental situations. It was evidenced that consumer perception of the brand deteriorated after know the practices identified as greenwashing within an advertising campaign. | spa |
dc.description.abstract | Este estudio tuvo como objetivo principal analizar las estrategias de marketing basadas en Greenwashing utilizadas por la industria textil en Colombia. Para ello se llevó a cabo una revisión de la literatura actual sobre el greenwashing, lo que permitió la conceptualización y de una escala para su identificación en base a 6 dimensiones, también se analizaron estrategias publicitarias en base al marketing 4A y su uso en la industria textil. A partir de los conceptos teóricos apropiados se analizaron campañas publicitarias de H&M y Zara que fueron identificadas como greenwashing. Por último, se examinaron las reacciones de los consumidores ante un caso de greenwashing ocurrido en Colombia (Campaña El Denim es + Verde de Falabella Colombia) con el uso de situaciones experimentales, allí se evidenció que la percepción de los consumidores sobre la marca desmejoró tras conocer las prácticas identificadas como greenwashing dentro de una campaña publicitaria. | spa |
dc.language.iso | es | spa |
dc.publisher | Fundación Universidad de América | spa |
dc.rights | Atribución – No comercial | spa |
dc.subject | Marketing verde | spa |
dc.subject | Negocios verdes | spa |
dc.subject | Percepción de consumidores | spa |
dc.subject | Green Marketing | spa |
dc.subject | Green business | spa |
dc.subject | Consumer perception | spa |
dc.subject | Tesis y disertaciones académicas | spa |
dc.title | El greenwashing como estrategia de marketing en Colombia. El caso de la industria textil | spa |
dc.title.alternative | The greenwashing as a marketing strategy in Colombia. The case of the textile industry | spa |
dc.type | bachelorThesis | spa |
dc.publisher.program | Greenwashing | - |
dc.contributor.advisordocentenoinv | Areiza Padilla, José Andrés | - |
Appears in Collections: | Trabajos de grado - Negocios internacionales |
Files in This Item:
File | Description | Size | Format | |
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9201115-2024-1-NI.pdf | 1.85 MB | Adobe PDF | View/Open | |
AUTORIZACIÓN PARA PUBLICACIÓN.pdf Access Restricted | 8.27 MB | Adobe PDF | View/Open Request a copy |