Modelo de Gestión de Marketing Ecológico, para el cuidado y mantenimiento del ambiente en la clasificación de los desperdicios orgánicos e inorgánicos en los hogares de la ciudad de Riobamba

Abstract

This research involves designing a model of green marketing management for the care and maintenance of the environment in the classification of organic and inorganic waste in the homes of the city of Riobamba in order to establish a change of attitude in the citizenship conducive to protect the environment through the classification of organic and inorganic waste, it is important to note that market research determined that the population has a high commitment to the care of the city, in the same way it has an interest for socialization on issues of recycling, thus it requires to inform the citizens of Riobamba about different ways of organizing and recycling waste produced inside and outside their homes. In developing the methodology of the research approaches used in this study are qualitative such as changes in attitudes and improved reception in the city, it regards he work that has been done by the management environmental direction of Health and Safety. And just as the quantitative directory where statistics are taken out in relation to age and social conditions in the city, and in this way to raise the necessary steps to keep city streets clean. Marketing mix strategies focused on communication were designed using alternative media to encourage the public to classify the waste they produce in the same way it helps disclosed about the various jobs that performs address environmental health and safety management of GAD Riobamba. Finally it is recommended the implementation of the proposals in which it is expected to help educate the citizens about the importance of recycling reusing, as well as the contribution in strengthening the institutional prestige of the city of Riobamba.