Marketing verde como impulsor de imagen corporativa de empresas del sector farmacéutico en la ciudad de Guayaquil.

Abstract

Green marketing is based on the commitment that companies make to society and sustainable development. It includes environmental responsibility and support for community social projects within its strategies and is a topic of interest to customers. The main objective of the research was to analyze the green marketing strategies that have been implemented as a corporate image booster in the pharmaceutical sector in the city of Guayaquil. The research was descriptive and used survey and interview instruments. The results obtained from the surveys showed that pharmacies do not implement green marketing or social responsibility practices, that customers consider aspects that reduce environmental impact and the use of biodegradable packaging, and that initiatives on these topics are disseminated only informally or by word of mouth. Furthermore, customers obtain information on these topics through social media. The interview results reveal that pharmacy representatives, although they consider green marketing and social responsibility practices important and relevant, do not implement them due to a lack of information and budget. They acknowledge customer interest and that they would contribute to improving the corporate image. The resulting proposal focused on the following strategies: prioritizing the purchase of products with a lower environmental impact and pricing them based on value, acquiring eco-friendly packaging, conducting a community health campaign, and disseminating green marketing and social responsibility initiatives through social media.