Incidence of sustainable marketing in the environmental management of agroexport companies from El Oro towards the Asian market
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Abstract
This study analyzed the impact of sustainable marketing on the environmental management of agro-export companies in El Oro oriented toward the Asian market in 2025, considering that Ecuador—particularly El Oro—is a key player in agroecological exports such as certified bananas, cocoa, and shrimp. The main objective was to describe the features characterizing sustainable marketing applied to environmental management in these companies, taking into account gnoseological, sociological, and administrative dimensions. A quantitative, descriptive, cross-sectional, and non-experimental approach was adopted, with 284 BPA-certified production units as the unit of analysis, using historical, analytical methods and document review. The results showed an evolution from a focus solely on productivity to environmental practices that now represent a strategic element of export marketing. Agro-exporters emphasize international certifications such as GlobalG.A.P., Rainforest Alliance, and ISO 14001, leveraging them as competitive tools to meet Asian market demands. It was found that sustainable marketing integrates economic, social, and environmental dimensions, promoting responsible consumption and strengthening corporate image, although challenges remain, such as the risk of greenwashing and the limited capacity of SMEs to implement deeper strategies. It was concluded that sustainable marketing in El Oro is mainly structured around environmental certifications, operating under a plan-execute-control cycle, driven by national policies and Asian demand. It is recommended to strengthen training programs, facilitate access to certifications for SMEs, and promote partnerships that encourage clean technologies, thereby consolidating the sustainable competitiveness of the agro-export sector.
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Pamela Lisseth Sánchez-Álvarez, Universidad Técnica de Machala - Ecuador
https://orcid.org/my-orcid?orcid=0009-0000-6561-1409
Pamela Lisseth Sánchez Álvarez, of Ecuadorian nationality, whose last academic degree corresponds to the María del Carmen Gavilanes Tenezaca High School in the city of Santa Rosa, currently a student of Foreign Trade at the Technical University of Machala, has participated in training related to exports and trade agreements, applying for her third-level degree of Bachelor's Degree in Foreign Trade.
Esthela de Fátima Valdivieso-Arévalo, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0003-5678-2072
Esthela de Fátima Valdivieso Arévalo of Ecuadorian nationality, whose last academic degree corresponds to the Marist Fiscomisional Educational Unit in the city of Macará in the province of Loja, current student of the career of Foreign Trade at the Technical University of Machala, has participated in training related to exports and trade agreements, applying the title of third level of Bachelor in Foreign Trade.
Francisco Vladimir Benítez-Luzuriaga, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-2872-2959
Faculty member at the Faculty of
Business Sciences of the Technical University of Machala, Machala, El Oro– Ecuador.
Engineer in Marketing, Master’s Degree in International Business with a specialization in Foreign Trade. Coordinator of the COMARK research group (International Trade and Marketing) and director of the research project “Internationalization of SMEs.”
He has 12 years of experience at the Internal Revenue Service. Since 2015, he has been working as a faculty member at the Technical University of Machala.
Luis Pastor Carmenate-Fuentes, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0001-6057-2746
Professor at the Faculty of Business Sciences of the Technical University of Machala, Machala, El Oro-Ecuador. Bachelor of Education. Master's Degree in Higher Education. Ph.D. in Pedagogical Sciences. 45 years of experience in higher education. He has participated in research projects whose results he has presented at dozens of national and international scientific events. He has published several articles and books related to these results. He has held responsibilities related to academic and research management.
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