Resumen de Evaluation of the programs of environmental marketing in the Metropolitan zone of the city of Mexico
Berenice Maldonado Hernández, Eva Conraud-Koellner, Luis Arturo Rivas Tovar
This article analyzes the results of the programs of environmental marketing in the campaigns of quality of the air undertaken by institutions and govemments in the metropolitan zone of the city of Mexico. It describes the models of marketing found in the literature and from the selected variables we interviewed people in charge of the diverse programs and speeialists in the subject of quality of air including Nobel Prize in Chemistry 1995 recipient Mario Molina. It also analyzes frve variables in the evaluated campaigns: orientation man�nature, ecological knowledge, personal consequences, environmental consequences, and perceived eontrol. As a result of this research paper, we are submitting a model of environmental marketing.
