masterThesis
¿Los emprendedores del sector moda en Medellín le apuestan a la sostenibilidad? Un estudio sobre las motivaciones y los inhibidores para adoptar estrategias de mercadeo verde en los negocios
Fecha
2022Registro en:
658.8 C355
Autor
Castro Carvajal, Emelly Vanessa
Institución
Resumen
This project was born from the interest to investigate the adoption of green marketing strategies inside fashion businesses, which are oriented to the compliance of the 2030 agenda proposed by the UN and adopted by the Colombian government as a member country. This commitment comes along with the challenge of generating mitigation actions against global warming, the promotion of life quality assurance for all citizens as well as economic prosperity, ethical and transparent, also, comes with a great responsibility from the central government in which several sectors such as business corporations, academic and many communities can adhere to the cause.
In the following thesis, we present a study in which its main objective is recognize motivations and inhibitors of the entrepreneurs in the fashion sector, located in the city of Medellin, so they can develop green marketing strategies that can boost sustainability. In order to achieve this purpose, four main objectives were developed. First, understand the sector's motivators in order to embrace and implement this strategies, second, know the inhibitors that can affect the implementation of this tactics, third, determinate the sector's necessities, lastly, identify the cost that this companies will be willing to pay in order to receive consulting services for the implementation of green marketing strategies in their entrepreneurships.
In order to comply with this objectives, a qualitative investigation was performed, through several deep and extensive interviews to entrepreneurs from various sectors, located in Medellin and with a age range from 20 to 45 to years old, this individuals also had a socio-economical level of 3, 4 or 5 (according to the Colombian rank of socio-economical division).
This investigation is presented in order to opt the title of marketing magister from the EAFIT University. Also on a business level it will help Fundación Evolutiva (pro sustainable development NGO) to take actions and implement a green marketing line for the correct support of the entrepreneurs from Medellin.