Green Marketing: Leading Role in the Internationalization of Biosafety Products in Bogotá Colombia

Abstract

Introduction: Green marketing represents one of the current trends in organizations and productive sectors that involve different benefits for the environment and society in their strategic direction, in their commercial and operational activities. Objective: Identify the incidence of green marketing in the internationalization of biosafety product marketing companies in Bogotá Colombia. Materials and Methods: The methodology is based on a quantitative approach from bivariate correlations through Spearman’s Rho coefficient, where the factors underlying the incidence of green marketing for the internationalization of the studied organizations were identified regarding their size, export experience and time in the market. market. Results: The results determine that fair trade, responsible manufacturing practices, water efficiencies, market research, event sponsorship, and distribution as a marketing mix strategy are the most representative elements of green marketing that can influence the internationalization of these organizations. Conclusion: These related factors allow to potentiate the internationalization of this business sector, as well as the consolidation of competitive strategies, the approach of communication methods and the application of different green marketing techniques to carry out successful internationalization processes.