The Greenwashing and its impact on the market positioning of the Training Center “Piensa”
The Greenwashing and its impact on the market positioning of the Training Center “Piensa”
Keywords:
Sustainability, green markets, positioning, environment, ecologyAbstract
The objective of the research was to analyze the Greenwashing to observe its impact on the market positioning of the "Think" training center in order to measure the dimensions of customer service, image and loyalty from an ecological approach, thus achieving a positioning of the brand and increase sales. The research had a qualitative and quantitative character as a strategy to obtain favorable results for the positioning of the brand. The Delhi method helped to confront the variables from the judgments of experts to know the reality and to use the analytical and descriptive method to define effective strategies. The survey technique was used and the information was processed using the SPSS v.25.00 software, which made it easier to know the degree of reliability with a value of 0.92 of Cronbach's alpha recognized as very good. It is concluded that the study contributed to the new integrating processes of the economy, society and environment, due to the fact that they are going to venture into the new green markets, which are born from the need to give concrete answers to new clients and to environmental conservation.
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