# Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior
## 4 Discussion  
The objective of this research was to identify green marketing practices related to the key variables associated with consumer purchasing behavior. Additionally, a second objective was to present a value strategy model based on GM practices associated with purchasing behavior, to make these strategies available for the creation of social and environmental value in the market. GM has different meanings and is also known by other terms such as \"environmental\", \"ecological\", and \"eco-marketing\", among others [65]. All these definitions require the implementation of environmentally responsible marketing strategies. In addition, within the GM concepts, the aim is for the consumer to adopt eco-friendly behavior [94; 95]. In this review, four conceptual orientations referring to GM were found, which were grouped into: (a) those related to product development; (b) those related to market development; (c) those focused on the customer; and (d) those that highlight green communication. A common feature among the reviewed concepts is that they are all related to sustainable development and corporate social responsibility, where organizations of all sizes, economic sectors, and locations are called upon to contribute from their scope of action (production and marketing) to create spaces where GM strategies are applied, and to promote, through their operations, concrete actions on environmental care [32; 37]. In this way, GM becomes a tool that allows for a more sustainable society through the design and development of products, market development, and communication and advertising strategies, since it is not only focused on satisfying the needs of the current generation but also on transcending to future generations through a message that promotes awareness of consumption, oriented to the conservation of the environment [96; 97]. New trends in consumer behavior and advances in the study of GM have revealed various attitudes aimed at responsible consumption such as environmental awareness, environmental concern, and green purchasing intention, among others. Out of these attitudes, responsible purchasing behavior and the various key variables associated with this behavior stand out, since this variable brings together various habits that responsible consumers have turned into a lifestyle [6; 98]. In the literature, there are particular definitions of purchasing behavior which revolve around the behavior of consumers when deciding to buy a particular product [87; 89; 99]. Regarding the concept of sustainable purchasing behavior, two approaches have been identified that explain its definition: (a) focused on the preference for green products by the consumer, who wants the products to be ecological [59; 60; 61; 62]; and (b) focused on purchasing ethics, with a rational attitude toward responsible consumption, prioritizing brands with social responsibility [63; 64]. One way to demonstrate the results for GM is through the consumer purchasing behavior [81]. Knowing this relationship, it can be concluded that if organizations apply effective GM strategies, these will have a direct impact on green purchasing intentions and responsible effective purchases, positioning their brand and increasing their profitability [10; 78; 90; 100]. In the reviewed documents, different GM practices related to consumer purchasing behavior were found. These practices were grouped into five categories based on their characteristics, which were: (a) Practices aimed at the development of green productsand services; (b) Practices oriented to the development of the business's image; (c) Green-advertising-oriented practices; (d) Practices aimed at the green shopping experience; and (e) Green-marketing-mix-oriented practices.