Green marketing in the fashion industry in Latin America 2018 - 2023

Abstract

Green marketing is an alternative created to contribute to the conservation of ecosystems, through promotional strategies and marketing of products and services that are eco-friendly. It is a marketing increasingly used by businesses, since it is in line with current trends and thoughts demanded by the market and society in general worldwide. This study aims to analyze the green marketing strategies used for the manufacture, marketing and distribution of garments within the fashion industry during the period 2018 - 2023, with the objective of detecting a strategy that focuses on addressing ecological needs to minimize the impact of environmental pollution in the fashion industry in Latin America.