La percepción de vendedores sobre la influencia del marketing verde, en la decisión de compra de clientes año 2024

• Autores: Chaname Cumapa, Olenka Solagne, Diaz Olimar, Julio Diego
• Formato: tesis de grado
• Fecha de Publicación: 2025
• Institución: Universidad Nacional De La Amazonía Peruana
• Repositorio: UNAPIquitos-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.unapiquitos.edu.pe:20.500.12737/11624
• Enlace del recurso: https://hdl.handle.net/20.500.12737/11624
• Nivel de acceso: acceso abierto
• Materia: Marketing ecológico; Compras; Consumidores; Percepción; Vendedores; https://purl.org/pe-repo/ocde/ford#5.02.04

The objective of the current study is to examine how marketers perceive the impact of green marketing on consumer purchasing decisions in 2024. Using a quantitative, descriptive-correlational level methodology and a non experimental design, the study employed structured questionnaires administered to 30 buyers of organic products and 10 merchants. According to the findings, 70% of marketers saw an increase in demand for green products, and 90% of them think that green marketing tactics improve consumers' opinions of companies. However, despite continued economic restrictions, 63% of consumers said green marketing influences their purchasing decisions, and 60% said they would be willing to pay more for green products. Marketers' favorable opinions of green marketing were found to be closely linked to their ability to market sustainable products and consumers' inclination toward ethical behavior. To increase the commercial effect of organic products, it was also determined that it was necessary to improve their accessibility and communication. To optimize the environmental and financial advantages of green marketing, this study emphasizes the crucial role marketers play in promoting sustainable products and their influence on consumer behavior. It also suggests that companies should invest in accessible marketing techniques and training.