Caracterización del marketing medioambiental en empresas manufactureras de plástico del Estado Zulia
Green, eco or environmental marketing includes the development and promotion of products and services to satisfy the needs and desires of customers in terms of quality, competitive prices and convenience without causing detriment to the environment. The main objective of this research was to characterize the management of green marketing executed by plastic manufacturing companies of Zulia state, in order to determine the current status of the sector. The study was performed conducting a descriptive and field research, no experimental and transactional, reviewing library materials, making direct observation in industries and the application of an instrument to a population composed of 18 companies. The results showed that companies in the Zulia have very few characteristics which allow companies classify them as ecological, and there are factors affecting the development of strategies in the area, such as lack of human resources, poor access to raw materials, lack of customers demand "green" products, low participation of government agencies, financial constraints and inability to adopt new systems that manufacture green products, among others.