“Marketing sostenible para el proyecto de investigación IDIPM-001 de la Escuela Superior Politécnica de Chimborazo”

Abstract

The IDIPM-001 research project at Escuela Superior Politécnica de Chimborazo lacked the implementation of sustainable marketing to strengthen its social and environmental impact and its recognition as a sustainable initiative. This affected its positioning, considering that users are increasingly interested in acquiring products or services that are socially responsible. Therefore, the objective of this research was to analyze how sustainable marketing contributes to the project, identifying specific mechanisms that support the integration of sustainable practices in its development. The methodology employed was mixed (qualitative and quantitative); a non-experimental cross-sectional design was used; the study population included the economically active population (EAP) of Riobamba, users, and the project technician. It was essential to apply descriptive and field research to obtain relevant information through methods, techniques, and instruments such as interviews and surveys. Through this methodology, it was determined that the project does not have a high level of positioning because a significant portion of the economically active population in Riobamba is unaware of the project and the benefits it offers. Additionally, the absence of sustainable marketing campaigns that promote its visibility and acceptance within the community was noted. The study concluded that the project showed a notable lack of recognition and sustainable positioning, highlighting the need to implement strategies such as awareness and sensitization initiatives proposed in this research. These strategies would not only improve its positioning and leadership in sustainability but also meet community and user expectations for socially and environmentally responsible practices.