Green marketing to promote the natural protected area

Apaza-Panca C.M.; Flores Quevedo L.A.; Reyes L.M.C. · Sustainable Technology and Entrepreneurship (2024) · DOI: 10.1016/j.stae.2023.100067

Resumen

Green marketing is a tool used to encourage the promotion of goods or services, which mainly seeks to safeguard the environment from social, political, and economic activities. The objective of this study was to design green marketing strategies to promote nature tourism in the Coto de Caza El Angolo Protected Natural Area [hereinafter ANP CCEA]. A basic study with a non-experimental, descriptive and cross-sectional design with a quantitative approach was chosen. Simple random probability sampling was used, with a sample of 133 potential visitors. The technique used was the survey and the instrument used was a questionnaire with 15 items. The study showed the need to implement green marketing strategies that provide a service familiar with environmental protection, including recycling and reuse practices. Also, offer fair and competitive prices based on the customer's perspective and perceived quality. The green marketplace strategy focuses on reverse logistics and/or circular economy, given that the service provided should not generate damage to the environment during the commercialization process, nor put at risk the preservation of scarce resources. The green promotion strategy focuses on using social networks, thus optimizing the amount of resources used. In addition, villagers should create and market distinctive souvenirs of the area that are created with local resources. It is also recommended to implement social marketing strategies focused on persuading a change in behavior, using digital marketing channels such as electronic wallets and encouraging the host community to diversify and enhance the services offered.

Instituciones: Universidad Nacional de Juliaca; Universidad Nacional de Frontera