Green Marketing: Efforts for Taking Care of and Preserving the Environment with Sustainable Businesses

Environmental problems have led consumers to demand sustainable products and services, but organizations have turned into greenwashing practices. This situation shows the need to implement green marketing in companies. This mixed research aims to identify the bases for implementing green marketing and explores the perception of subjects related to organizations, marketing experts, and consumers in the city of Pereira, Colombia. The results of this study show the interest in implementing green marketing in organizations that contrasted with the perception of some consumers. At the same time, it provides theoretical, regulatory, and practical bases to propose strategies and models to make the transition to green marketing in organizations and towards people.