Ecological consumer behavior in Latin America: “idealism or impossible” Ecological consumer behavior in Latin America: “idealism or impossible”

Abstract

One of the challenges of marketing is to contribute to sustainable development, articulating the interests of the Company with the global trend of caring for the planet, a new consumer looking to meet their needs and simultaneously seeks to consume products that do not affect greatly the resources natural , environmental protection actual management of social responsibility, this article presents the findings in a study conducted in Colombia in order to perceive the existing level of green consumption .

In researching the questions were resolved: Is there green consumer? What factors influence this decision? What are the reasons? Because households choose or suppress buying organic products? The results obtained with the method of Grounded Theory realized that there is a market opportunity for companies seeking to position itself in this segment given its growing trend.