Mezcla de mercadotecnia aplicada a la reducción de desechos plásticos: Espanol

Mélanie Sarah Picard

doi:10.15649/2346030X.3036

Authors

Mélanie Sarah Picard Universidad Nacional Autónoma de México - Ciudad de México, México https://orcid.org/0000-0002-7207-3757

DOI:

https://doi.org/10.15649/2346030X.3036

Keywords:

marketing, sustainability, plastics, waste management, marketing mix

Abstract

In the last 50 years, plastic has become an indispensable material in human life. The volume of waste generated by this material has become one of the most important problems of pollution of natural environments, causing irreversible damage by micro-plastics to the food chain, and by macro-plastics to marine and terrestrial species.

So far, much emphasis has been placed on the role of the consumer and his responsibility in providing an adequate response to the end of life of plastics, however, little if any research has been done on the role of marketing in this problem. One of the components of this conflict is that this discipline is an organizational function that completely influences the life cycle of the product from its conception, therefore, this article seeks to provide concrete proposals on how marketing can contribute to the reduction and management of plastic waste.

Based on this problem, a review of the literature on the relationship between marketing and plastic was conducted, and reports from different non-profit organizations, recognized institutions, and recycling companies were analyzed, investigating the main challenges posed by the current organization of the plastics industry and the potential solutions to the generation of this type of waste.

Following the literature review, the implications of this information from a marketing point of view were analyzed in order to elaborate a series of proposals aimed at concretely reducing the amount of plastic waste produced. These proposals are organized based on the definition of the marketing mix, namely: Product, Price, Promotion and Place (4 Ps). For each of the 4 Ps, recommendations are established such as materials to be favored, pricing criteria, possible types of communication and effects on logistics. In addition, concrete examples are provided for the management of these types of problems.

References

C. Zimmer, “Multitude of species face climate threat,” YaleGlobal Online, Yale Center for the Study of Globalization, 2011.

A. D. Barnosky et al., “Has the Earth’s sixth mass extinction already arrived?,” Nature, vol. 471, no. 7336, pp. 51–57, 2011, doi: 10.1038/nature09678.

S. L. Pimm et al., “The biodiversity of species and their rates of extinction, distribution, and protection,” Science (1979), vol. 344, no. 6187, 2014, doi: 10.1126/science.1246752.

D. B. Wake and V. T. Vredenburg, “Are we in the midst of the sixth mass extinction? A view from the world of amphibians,” Proc Natl Acad Sci U S A, vol. 105, no. 1, 2008, doi: 10.1073/pnas.0801921105.

M. L. McCallum, “Vertebrate biodiversity losses point to a sixth mass extinction,” Biodivers Conserv, vol. 24, no. 10, pp. 2497–2519, 2015, doi: 10.1007/s10531-015-0940-6.

S. Díaz, J. Settele, E. Brondízio, H. T. Ngo, and M. Guèze, “Summary for policymakers of the global assessment report on biodiversity and ecosystem services of the Intergovernmental Science-Policy Platform on Biodiversity and Ecosystem Services - ADVANCE UNEDITED VERSION – assessment Key messages,” 2019.

United Nations, “UN Report: Nature’s Dangerous Decline ‘Unprecedented’; Species Extinction Rates ‘Accelerating,’” 2019. https://www.un.org/sustainabledevelopment/blog/2019/05/nature-decline-unprecedented-report/.

A. J. Jamieson, T. Malkocs, S. B. Piertney, T. Fujii, and Z. Zhang, “Bioaccumulation of persistent organic pollutants in the deepest ocean fauna,” Nature Ecology &Amp; Evolution, vol. 1, p. 51, Feb. 2017.

I. Peeken et al., “Arctic sea ice is an important temporal sink and means of transport for microplastic,” Nat Commun, vol. 9, no. 1, 2018, doi: 10.1038/s41467-018-03825-5.

A. Vaughan, Alpine glaciers littered with microplastics, vol. 242. 2019. doi: 10.1016/S0262-4079(19)30679-7.

Dalberg Advisors para WWF, “Pollution plastique : à qui la faute ? IDENTIFICATION DES DÉFAILLANCES SYSTÉMIQUES ET PRÉSENTATION DU SCÉNARIO ZÉRO PLASTIQUE DANS LA NATURE EN 2030,” 2019.

#Breakfreefromplastic, “Branded, in search of the world’s top corporate plastic polluters,” 2019.

WWF, “Pollution plastique : à qui la faute ?,” Communiqué de presse, 2019. https://www.wwf.fr/vous-informer/actualites/pollution-plastique-a-qui-la-faute (accessed May 14, 2019).

UNEP, “Mapping of global plastics value chain and plastics losses to the environment (with a particular focus on marine environment),” 2018.

Statista, “Global plastic production from 1950 to 2017,” 2019. https://www.statista.com/statistics/282732/global-production-of-plastics-since-1950/ (accessed May 14, 2019).

P. Chalmin, “The history of plastics: from the Capitol to the Tarpeian Rock,” Field Actions Science Reports [Online], no. Special Issue 19, pp. 6–11, 2019.

R. Geyer, J. R. Jambeck, and K. L. Law, “Production, use, and fate of all plastics ever made.,” Sci Adv, vol. 3, no. 7, p. e1700782, 2017, doi: 10.1126/sciadv.1700782.

Grand View Research Inc., “Market estimates & trends analysis. Plastics Market,” 2018.

M. Bekchanov and A. Mirzabaev, “Circular economy of composting in Sri Lanka: Opportunities and challenges for reducing waste related pollution and improving soil health,” J Clean Prod, vol. 202, pp. 1107–1119, 2018, doi: 10.1016/j.jclepro.2018.08.186.

B. Wansink, “Household Food Waste Solutions for Behavioral Economists and Marketers,” Journal of Food Products Marketing, vol. 24, no. 5, pp. 500–521, 2018, doi: 10.1080/10454446.2018.1472694.

W. G. Zikmund and W. J. Stanton, “Recycling Solid Wastes: A Channels-of-Distribution Problem,” J Mark, vol. 35, no. 3, p. 34, 2006, doi: 10.2307/1249787.

J. Aschemann-Witzel, “Helping You to Waste Less? Consumer Acceptance of Food Marketing Offers Targeted to Food-Related Lifestyle Segments of Consumers,” Journal of Food Products Marketing, vol. 24, no. 5, pp. 522–538, 2018, doi: 10.1080/10454446.2018.1472693.

C. Calvo-Porral, A. F. Medín, and C. Losada-López, “Can Marketing Help in Tackling Food Waste?: Proposals in Developed Countries,” Journal of Food Products Marketing, vol. 23, no. 1, pp. 42–60, 2017, doi: 10.1080/10454446.2017.1244792.

C. A. Ioan and F. Luca, “Green marketing role in waste management,” Network Intelligence Studies, vol. II, no. 2, pp. 241–244, 2014.

B. Arnaud, “Extended Producer Responsibility and Green Marketing: An Application to Packaging,” Environ Resour Econ (Dordr), vol. 67, no. 2, pp. 285–296, 2017, doi: 10.1007/s10640-015-9986-x.

A. Van Dam, “Scarcities, Lifestyles, Waste Management and International Marketing,” Eur J Mark, vol. 12, no. 4, pp. 306–315, 2004, doi: 10.1108/eum0000000004991.

G. Hawkins, “The Performativity Of Food Packaging: Market Devices, Waste Crisis And Recycling,” Sociological Review, vol. 60, no. SUPPL.2, pp. 66–83, 2012, doi: 10.1111/1467-954X.12038.

I. Russo, I. Confente, D. Scarpi, and B. T. Hazen, “From trash to treasure: The impact of consumer perception of bio-waste products in closed-loop supply chains,” J Clean Prod, vol. 218, pp. 966–974, 2019, doi: 10.1016/j.jclepro.2019.02.044.

S. Raghavan, “Don’t throw it away: The corporate role in product disposition,” Journal of Business Strategy, vol. 31, no. 3, pp. 50–55, 2010, doi: 10.1108/02756661011036709.

S. Kaza, L. Yao, P. Bhada-Tata, and F. Van Woerden, “What a waste 2.0: a global snapshot of solid waste management to 2050,” 2018.

Citeo, “Recyclabilité des emballages en plastique: Innovation et pistes de travail issues des projets de R&D 2015-2018,” 2018.

N. Gontard, “Déchets plastiques: le recyclage n’est pas la solution,” Reporterre, 2018.

K. Connor et al., “Developing a sustainable waste tire management strategy for Thailand,” 2013.

Dalberg Advisors para WWF, SolucIón al plástico: contaminación asumiendo responsabilidades. 2019.

Bertrand Derome, “Dossier : Le point sur la recyclabilité des plastiques,” Institut de développement de produits, 2018. http://www.idp-innovation.com/dossier-le-point-sur-la-recyclabilite-des-plastiques/ (accessed May 21, 2019).

P. Kotler and G. Armstrong, Principles of Marketing. Boston: Pearson Prentice Hall, 2012. doi: 10.2307/1250103.

O. Houdé, L’Intelligence humaine n’est pas un algorithme, OJ.PSYCHOL. Odile Jacob, 2019.

M. Hofstede, Geert; Hofstede, Gert Jan; Minkov, Cultures and Organizations: Software of the Mind. Nueva York: McGraw-hill, 2010.