GREEN MARKETING ADAPTED TO FAMILY VALUES: STRATEGIES FOR PROMOTING WELL-BEING AND ADAPTING TO CURRENT FAMILY TRENDS

Abstract

This study examines green marketing oriented towards family values, investigating strategies for promoting well-being and adapting to current family trends. In a context where families are becoming increasingly aware of their impact on the environment, green marketing, based on sustainable and ecological practices, is gaining increased relevance. Adapting green marketing campaigns to family values not only synchronizes commercial efforts with family ethics but also enhances their effectiveness by promoting ecological behaviors. The study highlights the need to educate families about the economic and health advantages of sustainable products, providing examples of effective practices and suggestions for companies wishing to align their marketing strategies with family values. The conclusions show that a family-centered approach not only intensifies the success of green marketing but also contributes to the development of a sustainable economy and a healthier environment for future generations. The article is elaborated within the context of the project 'Strengthening socio-economic and legal mechanisms for ensuring the well-being and security of citizens' (CONSEJ 01.05.02).