Green Marketing Strategies in the Automotive Sector. Collaboration vs. Competition
Abstract
The city of Medellin currently suffers pollution problems, climate change, diseases and other environmental situations that have come to generate shortcomings in the quality of life of people, which is why the generation of awareness in caring for the environment is increasing not only in citizenship, but also in the identity of brands. Consumers' choices start to take a different direction when it comes to purchasing products or services, since they want to counteract the damage caused by the wave of pollution in recent years, which is why they take the time to analyze what impact has on nature those products that consume frequently. Companies have noticed these changes in the way consumers buy and that is why they have been implementing strategies in terms of product design and marketing. This research seeks to analyze what strategies automobile companies are using to enter into this trend, how they are making use of advertising to reach that segment of people who are responsible for the environment and what strategies are carried out in the city of Medellin.
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