Pregrado Mercadeo

URI permanente para esta colecciónhttp://hdl.handle.net/11634/212

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Gustos y preferencias determinantes en la decisión de compra de televisores en tiendas físicas y en plataformas de e-commerce en hombres y mujeres entre 23 a 68 años de la ciudad de Bogotá
(Universidad Santo Tomás, 2026-04-10) Chávez Valencia, Laura; Garzon Medina, Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230
The decision to purchase a television is a complex process that goes beyond technical specifications, incorporating factors such as shopping experience, trust in the channel, and perceived value. In this context, the objective of this research was to identify the tastes and preferences that determine the decision to purchase televisions in physical stores and e-commerce platforms among men and women between the ages of 23 and 68 in the city of Bogotá. The study was conducted using a quantitative approach with a descriptive-correlational scope. Data collection was carried out using a structured survey with closed questions and Likert scales, applied to a sample selected through non-probabilistic for convenience sampling. The results showed significant differences between purchasing channels, highlighting the advice and sensory experience in physical stores, and the convenience and price on digital platforms. It was concluded that purchasing decisions were influenced by contextual, behavioral, and emotional factors, which provided relevant elements for understanding consumer behavior in omnichannel environments.
Digitalización en el sector turístico entre Colombia y Chile
(Universidad Santo Tomás, 2026-04-21) Ocampo Arias, Juan Pablo; Mantilla Torres, Yibeth Gisela; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000563641; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002138011
Digital transformation has had an interesting impact on the tourism sector in Latin America, generating different opportunities and challenges that have varied according to the context of each country. This essay compares the different advances and challenges faced by countries such as Colombia and Chile, two countries with great potential in the tourism sector, but with different approaches. Colombia faces various structural gaps, such as regional inequality and low digital training in rural areas, while Chile has made notable progress through the implementation of public policies and digital innovation. However, there are still some areas for improvement in terms of digital interaction and better institutional coordination. The aim is to analyze how digitization should be understood as a comprehensive strategy that helps to promote sustainability, competitiveness, and modernization for the tourism sector.
Visión global y competitividad: una aproximación crítica desde el neuromarketing en Colombia y Panamá.
(Universidad Santo Tomás, 2025-12-05) Aguilar Bustos, Miguel Angel; Garzón, Carolina; Universidad Santo Tomás
This essay analyzes the relationship between global vision, international competitiveness, and neuromarketing from a critical perspective applied to the contexts of Colombia and Panama. Based on a documentary and comparative review of these two countries, it examines logistical and strategic factors that determine competitiveness between Panama and Colombia, as well as the emerging role of neuromarketing as a tool for differentiation and global positioning. It considers how globalization greatly drives new consumption models mediated by emotions and technology, and reflects on the ethical challenges of neurocommercial practices in Latin American environments. It partially demonstrates that Panama maintains logistical and connectivity advantages that enhance its role as a commercial hub, while Colombia advances in business innovation and sensory marketing. It is demonstrated that sustainable competitiveness requires integrating important factors such as a global vision with a more ethical and responsible application of neuromarketing.
Transformación del mercadeo bancario a través de la innovación tecnológica
(Universidad Santo Tomás, 2026-01-23) Diaz Garcia, Juan Esteban; Neme Chaves, Samir Ricardo; Universidad Santo Tomás
Digitization has transformed the way banks interact with people in Latin America. Progress has been uneven: while Brazil achieved more than 37 billion transactions with Pix in 2023 and reached a digital penetration rate of 71.2% among internet users, Peru only reached 10.5% in 2023. Progress has not been uniform: while Brazil achieved more than 37 billion transactions with Pix in 2023 and reached a digital penetration rate of 71.2% among internet users (Boscato, 2025; ACI Worldwide, 2024), Mexico continues to lag behind, with only 8.5% of savings products being contracted digitally (BBVA Research, 2025). In Chile, electronic transfers per person grew ninefold in a decade (Silva & Yáñez, 2024), showing how certain countries have fully embraced instant payments. These differences cannot be explained solely by infrastructure, but also by psychological, social, and cultural factors that influence adoption. To understand this phenomenon, the essay integrates the TAM and UTAUT models, as well as key figures on cybersecurity, fintech growth, investment in technology, and organizational barriers. The analysis highlights that the digital experience, user trust, and the ability of institutions to adapt are the axes that are reshaping banking marketing in the region. Keywords: digital banking, instant payments, TAM, UTAUT, fintech, banking marketing, Latin America, technology adoption.
El marketing internacional como eje estratégico en la competitividad logística marítima y aeroportuaria entre Colombia y Panamá
(Universidad Santo Tomás, 2026-01-23) Sanabria Silva, David Santiago; Mantilla Torres, Yibeth Gisela; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001838120; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000563641
This essay analyzes the role of international marketing as a structuring axis of maritime and airport logistics competitiveness in Latin America, with emphasis on the cases of Colombia and Panama. Based on a theoretical corpus composed of thirty Analytical Literature Reviews (ALRs), it examines how digitalization, sustainability, technological innovation, and collaborative practices strengthen the competitive capabilities of regional logistics systems. It is argued that the integration between logistics and international marketing not only influences operational efficiency but also shapes the perceived value of global consumers, determining the integration of territories into contemporary international trade. Likewise, the context of the International Congress on Airlines, Maritime Transport, Logistics and Related Fields, held at Universidad del Istmo (Panama) from October 20 to 25, 2025, is used to understand the real dynamics of the sector. The essay concludes that the strategic articulation between marketing and logistics constitutes an indispensable tool for the international positioning of countries with a commercial vocation.
Entre el potencial y la restricción: Retos de incorporar big data en las pymes del sector turístico
(Universidad Santo Tomás, 2026-01-22) Rojas Sandoval, Iuva Natalia; Garzón Medina, Carolina; Universidad Santo Tomas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230
Although the tourism sector generates a vast amount of information derived from user behavior, preferences, and conduct, the mere existence of this data does not guarantee that small and medium-sized enterprises (SMEs) in Colombia and Mexico can benefit from it. Companies that choose this option face significant challenges, such as a lack of information management infrastructure, implementation costs, and the heterogeneity of data sources. The main objective of this essay was to generate frameworks for reflection on the incorporation of big data in tourism SMEs in both Mexico and Colombia in recent years. In conclusion, the existing challenges do not negate the transformative potential of big data, underscoring the importance of a strategic and planned adoption that allows companies to capitalize on its benefits given the tourism potential of both Colombia and Mexico.
Desafíos de las empresas colombianas y mexicanas del sector de belleza en torno a la adopción de la inteligencia artificial en los últimos 5 años
(Universidad Santo Tomás, 2026-01-22) Calderón Ortega, Paula Andrea; Garzón Medina, Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230
This essay explores the challenges and opportunities for the beauty sector in Colombia and Mexico in adopting artificial intelligence (AI) over the past five years. AI has become a strategic foundation for innovation, revolutionizing how businesses operate through automation, process improvement, and hyper-personalization. The objective of this essay was to identify the challenges faced by Colombian and Mexican beauty companies regarding AI adoption over the last five years. In conclusion, it was found that both countries have made progress in revising legislation on data protection and the ethical use of AI, despite ongoing oversight and governance gaps. While challenges are evident, with the rise of e-commerce and tech-driven cities like Mexico City, Guadalajara, Monterrey, Bogotá, and Medellín, the integration of AI in personalization, marketing, and customer service is already on the rise.
Estrategias de marketing digital en miPymes tecnonologicas; Tejiendo competitividad entre Bogota y ciudad de Mexico.
(Universidad Santo Tomás, 2026-01-23) Russi Chaparro, Nicolas; Garzón Medina, Carolina; Universidad Santo Tomas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230
Digital marketing has emerged as a strategic alternative that replaces traditional advertising with the creation of valuable content. Through specialized blogs, webinars, and informative documents, companies have managed to position themselves as experts in solving specific problems. This approach has allowed them to progressively build trust, brand recognition, and credibility. In both Bogotá and Mexico City, a transition from the role of salesperson to that of technology consultant is evident. Digital marketing has emerged as a key strategy that transforms traditional advertising into one focused on the creation and distribution of valuable content, aimed at informing and educating customers rather than directly persuading them (Kotler, Kartajaya, and Setiawan, 2017). Through the use of tools such as specialized blogs, webinars, and informative documents, companies in the technology sector have managed to position themselves as leaders in solving specific problems, strengthening their authority and reputation in the market (Pulizzi, 2014). This approach has facilitated the progressive building of trust, brand recognition, and credibility, fundamental elements for establishing lasting customer relationships (Halligan & Shah, 2014). In this context, both in Bogotá and Mexico City, a transition from the traditional role of salesperson to that of technology consultant is evident, in which companies accompany and advise clients in making informed decisions (Edelman, 2010). Consequently, digital marketing is consolidating itself as a strategic factor for overcoming business invisibility and strengthening the competitiveness of technology organizations in local and international markets (Porter, 2001). The objective of this essay was to generate frameworks for reflection on digital marketing strategies in strengthening the competitiveness of these technology sector companies in both Bogotá and Mexico City. In conclusion, digital marketing is consolidating itself as a key factor in overcoming business invisibility and strengthening competitiveness in local and international markets.
Riesgo percibido en el uso de tarjetas de crédito: Un estudio aplicado a clientes del Banco de Occidente en la ciudad de Bogotá
(Universidad Santo Tomás, 2026-01-21) Lora Sánchez, Youseef Reynel; Neme Chaves, Samir Ricardo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://scholar.google.com/citations?user=I_RekVUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-2327-4947
This research analyzes the perceived risk in the use of credit cards, with special emphasis on the financial and behavioral perceptions of users in Colombia. The study is based on the recognition that, although credit cards are a key instrument for financial inclusion and the stimulation of consumption, their inappropriate use may lead to over-indebtedness and the deterioration of financial well-being, especially among young populations. The main objective of the research was to identify how perceived risk influences credit card usage behavior, considering variables related to financial education, previous experience with credit products, and trust in the financial system. To this end, a quantitative approach was employed, involving data collection and analysis to assess the relationship between risk perception and credit usage decisions. The results show that a high level of perceived risk is associated with more restrictive credit card usage behaviors, whereas a low level of perceived risk, combined with limited financial knowledge, increases the likelihood of improper use and indebtedness. Additionally, it was identified that clear information and financial education play a decisive role in shaping a more balanced perception of risk. Finally, the study concludes that strengthening financial education strategies and risk communication by financial institutions can contribute to more responsible credit card use, reducing the negative impacts associated with indebtedness and promoting a healthier relationship between users and the financial system.
El marketing social como motor de competitividad global: Aprendizajes y desafíos en la construcción de marcas con impacto social en Colombia y Panamá
(Universidad Santo Tomás, 2026-01-22) Lara Corena, Sara Isabel; Neme Chavez, Samir Ricardo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://orcid.org/0000-0003-2327-4947
This paper analyzes how social marketing has become a driver of global competitiveness, based on its application in Colombia and Panama. Through a review of research, business case studies, and public policies, it demonstrates that this strategy allows organizations to integrate ethical, sustainable, and human values into their business models. In Colombia, social marketing has contributed to rebuilding the social fabric through education, nutrition, and environmental sustainability programs; while in Panama, it has strengthened corporate reputation and institutional legitimacy, aligning corporate commitment with the Sustainable Development Goals. The essay concludes that social marketing not only transforms communities but also boosts international competitiveness by projecting brands with purpose and global responsibility.
Análisis cienciométrico de la producción científica sobre la inteligencia artificial aplicada al neuromarketing durante el periodo 2019-2024 en Colombia y en el mundo.
(Universidad Santo Tomás, 2026-01-22) Andrade Cárdenas, Daniela; Ríos Urrea, Paula Alejandra; Garzón Medina, Carolina; Universidad Santo Tomás
This study aimed to analyze the state of scientific production on artificial intelligence applied to neuromarketing during the period 2019–2024 in Colombia and worldwide. The research followed a scientometric approach, using Scopus, La Referencia, Scielo, and Scimago databases as data sources. Relevant articles were collected and processed to identify indicators of growth, productivity, and impact, as well as citation and co-citation networks among authors and countries. The results revealed a steady increase in publications, with higher concentration in developed countries and emerging participation from Latin America. A growing focus was also observed on integrating artificial intelligence with neuroscientific tools to analyze consumer behavior. It was concluded that the field shows expanding development, offering opportunities for research and collaboration to strengthen its impact in both academic and business contexts
Tecnología blockchain & su implementación en la digitalización documental: Incidencia en la competitividad del canal de panamá
(Universidad Santo Tomás, 2025-11-22) Martinez Triana, Nicolas; Grisales, Olga; Universidad Santo Tomas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001736795; https://orcid.org/0000-0003-1181-7625; https://orcid.org/0000-0001-7089-8934
This essay explores how the digitization of documents, supported by blockchain technology, could provide Panama with the opportunity to improve its position in the international logistics system, particularly in the environment of the Canal. Based on various academic sources, it analyzes how digital transformation is changing the way ports operate and why the speed and reliability of document management have become so important. It also seeks to explain in a simple way what blockchain is and why it has generated interest in supply chains that require clear and shared information. The detailed analysis and the practical application of the benefits of incorporating this technology into document processing also make it possible to understand Panama’s challenges and to make realistic adjustments with respect to the competitiveness that exists today at a global level. Therefore, this essay provides us with a balanced perspective that helps to understand both its potential and the necessary conditions to take advantage of it.
Panamá y Colombia ante el desafío del retail premium: Cómo la logística, la visión global y el emprendimiento impulsan la competitividad regional
(Universidad Santo Tomás, 2026-01-21) Juan Pablo Alarcón Valderrama; Mantilla Torres, Yibeth; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001776727; https://orcid.org/0000-0003-0125-9631
The growth of international trade and the transformation of consumer behavior have driven the expansion of premium retail in Latin America. This segment is characterized by its combination of exclusivity, experience, and differentiation, supported by logistical capabilities and innovative business models. This essay comparatively analyzes how Panama and Colombia are strengthening the competitiveness of premium retail based on three pillars: global vision, logistical infrastructure, and entrepreneurship. Recent secondary sources from international organizations, promotional agencies, and marketing literature are used, supplemented by field notes obtained during the International Congress of Aeronautics, Maritime and Logistics (CIAMLO) and visits to the Colón Free Zone and port terminals in Panama. The findings show that Panama is consolidating its role as a regional logistics hub for high-value goods, while Colombia is emerging as a dynamic market for premium consumption through entrepreneurship and digitalization. It concludes that multimodal integration, data analytics, sustainability, and the development of specialized human talent are key conditions for both countries to move up the global value chains and contribute to the regional competitiveness of premium retail.
Factores de preferencia influyentes en las decisiones de compra de moda denim en consumidores de estrato 2, 3 y 4 con edades entre 18 y 35 años de la ciudad de Bogotá.
(Universidad Santo Tomás, 2026-01-20) Peñaloza Cruz, Alberto Miguel; Gómez Díaz, Wendy Carolina; Garzón Medina, Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230
It is important to highlight that purchasing decisions in the fashion market do not rely solely on rational aspects; rather, they are influenced by emotional factors, previous experiences, and sociocultural contexts that shape consumer preferences. In this regard, the purpose of the present research was to identify the relationship between preference factors and purchasing decisions for denim fashion among consumers from socioeconomic strata 2, 3, and 4, aged 18 to 35, in the city of Bogotá. A quantitative approach was employed for this study, as it seeks to establish statistical relationships between measurable variables. The research is correlational in nature, given that it aims to determine the degree of association between two or more variables without directly manipulating them. The design is non-experimental and cross-sectional, since data were collected at a single point in time using a non-probabilistic convenience sampling method, complemented with an age–stratum filter to ensure that each participant fell within the scope of the study. The results showed that utilitarian factors such as comfort, perceived quality, durability, and fit are the most influential in purchasing decisions, while informational elements related to aesthetics and social influence play a complementary but less significant role. Likewise, it was found that positive previous experiences increase consumers’ willingness to repurchase, whereas negative experiences contribute to unfavorable perceptions toward certain brands.
Optimización de Procesos de Documentación Técnica y Marketing de Servicios FTTH para Huawei: Un Enfoque de Eficiencia Operativa y Valor Percibido
(Universidad Santo Tomás, 2025-09-16) Villamil Osorio, Nicole; Mantilla Torres, Yibeth Gisela; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000563641
This project presents a comprehensive proposal for improving processes in the implementation of FTTH fiber optic network projects, focusing on the transformation of MDU (Multiple Dwelling Unit) clusters to SDU (Single Dwelling Unit). Additionally, a training and automation strategy for telecommunications engineers is proposed, incorporating tools such as AutoCAD, QGIS, OneBox, Excel macros, and Python. From a market perspective, the study seeks not only to optimize operational efficiency in project execution but also to improve the perception of value and service reliability among corporate clients (Claro, Enel) and end users. The systematization and digitization of processes are addressed as competitive advantages to strengthen Huawei's brand positioning in the telecommunications sector.
E-commerce entre Chile y Colombia: Un Análisis Comparativo del Comportamiento del Consumidor Digital
(Universidad Santo Tomás, 2025-09-16) Triana Urrea, David Mateo; Garzon Medina, Carolina; Grisales Tinoco, Olga Lucia; Neme Chaves, Samir Ricardo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000113555; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=I_RekVUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230; https://orcid.org/0000-0003-1181-7625; https://orcid.org/0000-0003-2327-4947
This essay presents a comparative analysis of digital consumer behavior in Chile and Colombia during the years 2021 and 2023, using variables such as online channel penetration, mobile use, payment methods, digital trust, post-pandemic habits, average ticket size, and digital skills. It shows that Chile has a more consolidated ecosystem; although Colombia has made significant progress, it still faces structural challenges that condition its performance. However, the comparison must take into account that Colombia has a significantly larger population than Chile, which represents an additional challenge in ensuring an equitable digital experience. The essay proposes that consumer maturity is not only The essay proposes that consumer maturity is not only a response to technological infrastructure, but also to cultural, educational, and demographic factors. This analysis allows us to understand how the internal conditions of each country directly influence the adoption, permanence, and evolution of e-commerce
Diseño de la Estrategia de Comunicaciones Integradas de Marketing en torno al Programa de Marketing Social de Turismo Civilizado en Villa de Leyva
(Universidad Santo Tomás, 2025-09-16) Quintero Meza, Nathaly; Neme Chaves, Samir Ricardo; Forero Molina, Sara Catalina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002172842; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001377177; https://scholar.google.com/citations?user=I_RekVUAAAAJ&hl=es&oi=ao; https://orcid.org/0009-0001-6162-5544; https://orcid.org/0000-0003-2327-4947; https://orcid.org/0000-0002-3020-0690
Villa de Leyva has established itself as a leading tourist destination in the department of Boyacá, thanks to its architectural, natural and cultural wealth. Its attractiveness has made this municipality a reference that attracts local, national and international tourists throughout the year. However, the rapid growth of tourism has brought with it significant challenges that threaten the sustainability of the destination. Given this situation, this article presents the findings obtained from the design and piloting of an integrated marketing communications strategy (IMC), developed within the framework of the social marketing programme for civilized tourism in Villa de Leyva "I like to travel, I like to take care". The project was developed through a qualitative approach in three phases: diagnosis, piloting and implementation using tools such as advertising, public relations and direct marketing, based on models such as AIDA, DAGMAR and Barthes, aimed at generating behavioural changes in tourists. The results show a positive impact on social networks, with a representative growth in followers and visualizations. In addition, more than 20 strategic alliances were established with local actors, which allowed for face-to-face activities such as reforestation days, responsible tenure campaigns and craft workshops, actively promoting sustainable tourism in the territory
Implementación de la Inteligencia Artificial en PYMES Chilenas: Oportunidades y Desafíos
(Universidad Santo Tomás, 2025-09-15) Peña Castillo, Santiago; Mantilla Torres, Yibeth Gisela; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000563641
In a business context marked by constant change and high competition, artificial intelligence (AI) has become an essential resource for driving digitalization and organizational development. While its implementation has been more notable in large companies, today small and medium-sized enterprises (SMEs) in Chile face the urgent need to incorporate this type of intelligence in order to remain efficient, competitive, and adaptable to the new demands of the market. As a final-semester Marketing student, I had the opportunity to attend the International Hybrid Seminar on Business Strategy and Organizational Innovation, where real cases, global trends, and perspectives on the use of artificial intelligence were discussed. This academic space allowed me to learn how Chilean SMEs can leverage these technologies not only to optimize operational and commercial processes but also to redefine their business models and strengthen their value propositions. This essay will analyze the opportunities that AI offers to SMEs in Chile, as well as the main challenges they face in implementing it. Additionally, strategic lines of action will be presented from a marketing perspective, integrating the insights gained during the seminar.
Estrategias de Educación para el Consumo en Programas de Alimentación Saludable para Padres y Cuidadores en Colombia
(Universidad Santo Tomás, 2025-09-15) Carvajal Marín, Nicolás; Garzon Medina, Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002136384; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230
The implementation of healthy eating programs aimed at parents and caregivers in Colombia is a topic of increasing relevance to combat Non-Communicable Chronic Diseases (NCDs) and promote adequate eating habits from childhood. Despite regulatory efforts, such as Law 2120 of 2021 on nutritional labeling, the effectiveness of these policies is limited by consumers' understanding and application of the information. This article seeks to explore how consumer education strategies have been oriented within the framework of these programs, identifying the challenges and opportunities to promote more conscious eating in Colombian households. The need for an interdisciplinary approach that combines comprehensive nutritional education with advertising regulation and equitable access to clear information, considering sociocultural factors that influence food choices, is highlighted. Collaboration between the government, civil society, and the private sector is essential to achieve a positive and lasting impact on public health.
La Cara y la Máscara del Verde: El Marketing Ambiental Entre la Ética y la Manipulación
(Universidad Santo Tomás, 2025-09-07) Toledo Salamanca, Jhonatan; Garzón Medina, Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230
This essay analyzes sustainable marketing and greenwashing based on twenty RAES focused on the topic, addressing historical evolution, ethical risks, the importance of transparency and authenticity, eco-design, resource efficiency, sustainable supply chains, responsible communication, the impact on consumer perception and loyalty, education, metrics, obstacles, and the future of green marketing. It highlights the need to combat greenwashing and promote consistency between discourse and action, as well as the relevance of education and certifications to empower consumers. Keywords: sustainable marketing, greenwashing, transparency, education, reputation, metrics, certifications, circular economy, social media. (Delmas & Burbano, 2011)

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