Marketing medioambiental a través del análisis de iniciativas empresariales españolas recientes: balance sobre autorregulación y compromiso organizacional sostenible

María Angeles Casabó-Ortí

doi:10.51302/marketing.2021.818

Authors

María Angeles Casabó-Ortí Profesora. Universidad Europea de Valencia (España) https://orcid.org/0000-0002-3798-6390

DOI:

https://doi.org/10.51302/marketing.2021.818

Keywords:

sustainibility, Green marketing, business strategy, enviromental awards, green reverse logistics

Abstract

Sustainability, as something to be designed by companies in the long term, within and in support of economic development, can be achieved through sustainable marketing by adopting voluntary sustainable production and consumption models. This is intended to achieve the Sustainable Development Goals (SDG) of the United Nations 2030 Agenda. In this research we will see how certain Spanish companies are beginning to adopt an active attitude of responsibility towards the protection of the environment, conservation and reduction of environmental impact towards natural resources in production, as well as products and services, which provide an understanding of local directions regarding the environmental agenda.

For this, the two main perspectives that are analyzed are: company management (European EMAS statistics, European awards and prizes and the place occupied by Spanish companies, Forética and the SG21 standard), as well as product safety or service (eco-labels and supply chain). With this, a way is sought to climb a step towards excellence in management, and through this eco-label also obtain recognition from third parties.

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