Construction of green brands: Concern of organizations for environmental care and protection

In recent years, organizations, consumers and academics have expressed their concern about environmental deterioration, developing proposals to help counteract this serious problem. On the organizations side, they have been forced to reformulate their strategies; consequently, ecological marketing emerges as an instrument to focus commercial strategies towards environmental care and protection. Within this, the construction of green or ecological brands has become more relevant during the 21st century, since organizations have understood that concern for the ecosystem can become a competitive advantage, allowing better levels of profitability. For this research, an exhaustive review on the construction of green brands has been carried out through a descriptive-documentary study, starting from general aspects such as ecological marketing to specific topics such as green brand value and barriers to success. from an eco-friendly brand. With all the information presented, it has been possible to conclude that the construction of green brands is not a simple task, but that it is vital for any organization that wishes to differentiate itself from its competitors, expressing its concern for environmental care and protection.