Green marketing practices in flower-producing SMEs in Latacunga, Ecuador

Abstract

This article analyzes the green marketing practices applied by FlorEcuador-certified flower-producing MSMEs in the Latacunga canton using a qualitative-descriptive approach. The research arose from the limited empirical literature linking sustainability with marketing strategies in MSMEs in the rural flower-producing sector. Through semi-structured interviews, three fundamental dimensions of green marketing were examined: communication and promotion, sustainable production processes, and corporate social responsibility. The findings show that, although MSMEs comply with the environmental standards required by the certification, limitations persist in the strategic integration of these practices within their value proposition and institutional communication. Sustainability tends to be confined to the operational level, without being projected in a structured way toward key audiences. Likewise, social actions, although present, lack a planned approach that integrates them as part of corporate positioning. This study provides local evidence on the need to manage green marketing transversally, as a differentiating element and intangible asset in markets that are increasingly sensitive to sustainability. It is concluded that strengthening the link between sustainability, strategic communication, and social responsibility represents a key challenge and opportunity for SMEs in the Ecuadorian flower sector.