Green marketing and its relationship with the corporate image of footwear SMEs in the district of Trujillo (#1863)

Authors

De La Cruz Rubio, Jocsan Adbeel

Rodríguez Chávez, Rony Paul

Aguilar Aragón, Nancy Defilia

Abstract

In a context where environmental concerns are increasingly relevant, this study investigates the relationship between green marketing and the corporate image of footwear SMEs in the Trujillo district in 2024. Methods: A quantitative approach was employed, using a non-experimental and cross-sectional design, with a questionnaire administered to a sample of 385 consumers. Variables were measured through Likert scales assessing green marketing across dimensions such as product, price, place, and promotion, and corporate image through its functional, affective, and reputational dimensions. Results: Findings revealed a moderate positive correlation (Spearman's Rho = 0.570; p < 0.01) between green marketing and corporate image. 80% of respondents perceived a medium level of green marketing, while 77.1% regarded the corporate image of SMEs as high. Conclusions: It is concluded that while green marketing influences the positive perception of corporate image, SMEs need to improve the communication and visibility of their sustainable practices to maximize their impact.