Literature review

The notion on the environmental issue saw its beginnings in the sixties and this trend continued during the seventies and eighties (^{Martínez 2018}). During this decade a trend about caring for the environment becomes relevant. In these years there was a great concern due to the harmful effect that was generated by poor consumption habits as a result of economic growth. This is also supported by the authors ^{Fraj-Andrés, et, al (2007}) in the article profile of industrial companies that develop corporate strategies and environmental marketing.

Regarding green marketing, ^{Johri et, al (1998}) and ^{Martínez (2018}), highlighted that there is a wealth of knowledge on the subject mainly oriented: its relevance, the impact on competitiveness, the preference of consumers for organic products and finally its effectiveness. In this framework, ^{Chamorro (2001}) provides a description of ecological marketing as “the process of planning, implantation and control of a product policy, award, promotion and distribution that allows to achieve the three criteria: (1) that the needs of the customers are satisfied, (2) that the organization's objectives are achieved and (3) that the process generates the least negative impact on the ecosystem" (p. 4).

According to Salgado, et, al, (2009), green marketing is defined as a set of actions carried out by non-profit institutions, especially those associations whose purpose is community-based, which promote and publish ideas for that the inhabitants and officials to have a correct behavior in relation to the environment.

The concept of green marketing has been evolving. ^{Monteiro, et, al, (2015}) point out that in the 1960s and 1970s, environmental care was an event with particularities of a place, while from 1980 to 1990, the phenomenon reached world interest. It is worth mentioning that the period of the 60s is classified as the ecological period, because it provokes care for the environment in the business environment and the consumer. After the decade of the seventies, it was notable for the great impetus to carry out actions for caring of the environment. Later, the decade of the eighties was characterized by the worldwide promotion of an environmental conscience in a spectacular way among the population.

The American Marketing Association (2014) presented the definition of green marketing as the commercialization of products that claim to be environmentally safe for the ecology and for their target audience. This includes various activities, such as reducing waste, modifying the entire process of the product, its production, packaging, marketing, paying special attention to the trend of green marketing.

Currently, the use of green marketing is not only a matter of multinational companies that generate exuberant income, but also for smaller companies as pointed out by ^{Mendoza, et, al (2017}). Green marketing provides the entrepreneur with knowledge of market trends, new segments and new types of consumers, as well as marketing tools aimed at satisfying market demand, generating competitive advantages and added value for the customer, all of this with social and eco-environmental responsibility.

Today, businesses must consider mix elements within the marketing to demonstrate that their products are not harmful to the environment, but that they also meet the demands of buyers, as stated by ^{Uribe et,al (2016}). Customers tend to purchase goods and services that are promoted as environmentally friendly (^{Rahbar, et, al, 2011}). The importance of sustainability and preservation of the environment has become an area of interest in recent decades for companies around of the world, for governments and academics (^{Ansar, 2013}).

Some companies have taken the initiative to not only review the products they offer, but also the processes they carry out, with the intention of identifying those that have a negative impact on the environment, working to modify their offer and finally assume a role of green or socially responsible companies (^{Llamas, 2007}). Companies are evolving and developing their processes and image to be considered in the aspect of social responsibility. In this way the implementations of green marketing strategies are becoming competitive advantages for companies (Juscius, 2008, cited by ^{Banyte, et,al, 2010}).

As green marketing is becoming increasingly important, companies, regardless of their size or sector, must develop strategies that allow them to show users their responsibility to the environment. However, some companies generally do not have clear the benefits, processes, and consequences of the correct application of green marketing (^{Cranin, et, al, 2011}).

For Mexican companies, carrying out green marketing is a challenge based on the environmental management conditions that exist in the country. Mexicans in general perceive that it is the government's responsibility to take care of the environment and their ecological knowledge varies depending on the social group to which they belong: there is a small group with environmental care practices very similar to those of other post-industrialized countries. There is a second group of people belonging to the middle class with growing concern for environmental aspects and finally, at least 40% of Mexicans who are classified as poor, for whom green behavior except for a few represents a difficult concept to understand (^{Conraud et, al, 2009}).

Today, companies are considering environmental aspects within their strategies, that is, they have taken measures concerning the manufacture, distribution and marketing of their products in such a way that they favor the environment. Therefore, the use of green strategies in the market generates that the buyer perceives the brand, in a different way, since current world trends and the evolution in the mentality of consumers, demand more and more industries concerned about the environment. Companies get involved in the training and implementation of actions that contribute to the protection of the environment, having changes in the way of operating and / or use of resources.

Retail trade concept

According to the Mexican Business Information System (SIEM), of the Ministry of Economy (Sistema de Información Empresarial Mexicano, 2013), in Rioverde SLP, the total number of economic units is 167, out of the 136 economic units that belong to the commercial sector, 120 are micro-enterprises engaged in retail trade.

The Industrial Classification System for North America (NAICS) classifies the trade sector in two areas: 1) Wholesale trade and 2) Retail trade. The first refers to companies whose activities are buying and selling, the second includes economic units that offer in small quantities, goods for personal or home use and generally micro and small companies. The merchandise of these stores is generally displayed in counters and showcases.

The importance of studying this sub-branch and this extract of companies underlies their relevant participation in the economic activity of the country.

Environmental behavior in small business

In the field of small business, considerable responses are observed for proactive environmental behavior (Clemens, 2006; Worthington, et,al, 2005, cited by ^{Kumar, 2015}). These entities have recognized the commercial benefits of addressing environmental problems derived from their activities commercial.

In this sense, some authors (^{D'Souza, et, al, 2015}; ^{Kumar, 2014}; ^{Ko, et, al,2013}; ^{Leonidou, et,al, 2013}; ^{Karjaluoto ,et,al, 2009}), have focused their studies in green marketing practices and business innovations, and their strategic importance. Kumar (2015) alludes that small companies have an environmental commitment and managers work to go beyond the offers of ecological products and their immediate sales to compete for a superior position with their rivals. However, he points out that there is little knowledge of the factors that determine green marketing decisions and practices in this sector.

On the other hand, ^{Hasan, et, al, (2015}) indicate that the performance of green innovation, the product and the process has a positive influence on the performance of companies. In their research, Lampe et,al (1995, cited by ^{Papadopoulos, et, al, 2010}) pointed out that "every aspect of the product: design, production, packaging, use and disposal, provides an opportunity for a company not only to protect the environment, but also to benefit from the positive attitudes of the consumers towards the environment" (p.3).

However, the absence of an authentic green marketing strategy is observed, which brings together all its elements -product, price, place and promotion- to develop competitive positions in the long term. It becomes a challenge to manage ecological practices in the four 4Ps since a green marketing strategy based solely on promoting the environmental attributes of a product will not contribute significantly to the concept of sustainability (^{Chen et,al, 2011}; ^{Peattie et,al, 2005}).

The limited scope of some of the green actions implemented by companies, for example communication (promotion), can lead to a lack of credibility about the true intentions of organizations to go green (^{King, 1995}). The advantage of implementing an authentic green marketing strategy is to gain competitiveness, either by reducing environmental costs, differentiating the company's products as ecological or improving the reputation of the market (^{Fraj-Andrés, et,al, 2013}).

Marketing Mix

Ecological marketing is focused on three functions: 1) redirect consumer choice, 2) reorient the company's marketing mix, and 3) reorganize the behavior of the organization (Villegas, 2013). The growing wave of green consumers has led to the development of marketing within the social environment and as a result it is not only about creating communication campaigns with ecological messages but also transmitting a philosophy of life that effectively connects with the organization.

Companies have their own marketing mix, that is, that each organization uses an adaptation of the P's of marketing (price, product, place and promotion) according to their own preferences. In their study, ^{Monteiro et al., (2015}) develop the 4 P's of marketing applied to green marketing:

A. Green product: it responds to environmental needs and requirements. Once customer needs are considered to improve and develop new products, safer and healthier environments are also important and must be considered.

B. Green price: This is the price specified in light of company policies with respect to environmental considerations imposed by company rules and instructions, or its green initiatives.

C. Green place: describes the distribution of ecological products that are suitable for consumers, in terms of facilitating delivery and guaranteeing recycling procedures, which are carried out within environmental conditions and requirements.

D. Green promotion: Refers to the provision of real information about products, in a way that does not harm the interests of consumers using means that contribute to a decrease in environmental impact, or that have no impact.

The growing interest in environmental issues has led to the emergence of new markets and products (^{Salas, 2018}). This is beneficial for companies, since they can lose many valuable and loyal customers to the brand due to the absence of green (^{Surya, 2012}). The clients of the companies are an important part of the formulation of green marketing plans due to their cooperation to reduce impacts on the environment (^{Grant, 2008}).

Hence, the following question arises: Do the retail stores in Rioverde, San Luis Potosí, have the capacity to develop green marketing strategies? To answer this question, the following objective is proposed: to carry out a diagnosis on the application of green marketing strategies in retail stores located in the city of Rioverde San Luis Potosí (S.L.P.).

The results of this research will be timely for the owners and / or administrators of retail companies to realize that implementing green marketing strategies implies reconsidering their businesses and their commercial processes from an internal perspective of the companies and from the perspective of the customers. They will also be useful to raise awareness among owners that the projection of a better brand image of the ecological products they offer impacts on the consumer, because customers are living a green lifestyle, where behaviors, attitudes and consumption are focused on saving to the planet, without neglecting their tastes or needs.