II. Redefiniendo el rol de la empresa: generando “conciencia verde” por iniciativa del consumidor diligente

Abstract

This paper analyzes the citizen's role in becoming a consumer, a process in which he apparently learns alone and influenced by Marketing and the technology that induces him towards consumerism in order to acquire goods or services destined to meet his needs. In this context, it is important to recognize that the consumer's decision or criterion must be adapted to the collective interest, which represents the priority in the sustainability of the resources and the conservation of the surrounding environment, a situation that is clarified in the development of activities, which are essential and priority to guarantee a healthy and balanced space in a society. For this reason, to achieve what is described, business innovation is required, which is characterized by the redefinition of the traditional concept of business, transforming it into a “green company” that must respect environmental standards and has a strong social responsibility for local population growth. It is concluded that the trinomial company - green conscience - social responsibility are combined for the consolidation of the diligent consumer, characterized by the “socially responsible consumption” that involves the active and informed participation of citizens in general, an initiative that should strengthen the conduct at the level individual in order to contribute to the protection of the current and future generation in their search for the satisfaction of needs.