Green Marketing and the Decision to Purchase Sustainable Cosmetic Products: A Case Study Applied to Millennial Consumers

Abstract

Traditional marketing practices have lost impact because they do not consider as differentiating elements the factors generated by the evolution of society, such as the growing evolution of environmental awareness on the part of consumers, aligned with the depredation of our planet. In response to this problem, the concept of green marketing (GM) arises, which links marketing strategies with practices that ensure the preservation of the ecosystem and appeals to the environmental awareness of consumers and its impact on the purchase decision process (PDP).