Abstract

AVELLAN HERRERA, Nilda Alexandra  and  AVELLAN HERRERA, Betty Viviana. Marketing and Responsible Management in Ecuador. An analysis from the perspective of the post-truth neologism. Revista San Gregorio [online]. 2023, vol.1, n.53, pp.227-240. ISSN 2528-7907.  https://doi.org/10.36097/rsan.v0i53.2161.

The purpose of this work was to analyze the behavior of marketing and responsible management in Ecuador; as a reflection of the importance of contrasting with facts the information received through marketing where the post-truth discourse may be implicit, for which greenwashing practices are exposed. A descriptive level of research was used and as a research technique for the collection of data and relevant information, the bibliographic or documentary that supports the theoretical review and the results presented. As a main conclusion, it was determined that in the business world the post-truth discourse can be present when communicating through misleading advertising about the social and environmental management that a company or organization supposedly carries out, this practice being known as greenwashing.

Keywords : marketing; social responsibility; management; advertising; consumer.

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