The Role of Green Marketing in Promoting Sustainable Consumption: Evidence from Costa Rica

Violena Nencheva; Mauricio González

doi:https://doi.org/10.37075/RP.2025.5.04

Authors

Assoc. Prof. Dr Violena Nencheva Faculty of Informatics, Autonomous University of Queretaro Author https://orcid.org/0000-0002-0904-7281 (unauthenticated)
Eng. Mauricio González Autonomous University of Queretaro Author https://orcid.org/0009-0003-5455-1799 (unauthenticated)

DOI:

https://doi.org/https://doi.org/10.37075/RP.2025.5.04

Keywords:

Costa Rica, Green marketing, Sustainable production and consumption

M31, Q01, Q56, Z32

Abstract

This article examines the role of green marketing in advancing sustainable consumption, using Costa Rica as a case study. Although sustainability and corporate responsibility are widely discussed in marketing research, there remains a need to assess how green marketing campaigns translate into measurable outcomes for consumers and businesses. Drawing on secondary data from international organisations, government reports, and corporate initiatives, the study analyses three emblematic campaigns: The Costa Rican Tourism Institute’s “Discover Sustainable Costa Rica”, Banco Nacional’s “Green Loans”, and Kölbi’s “Recharge Your World with Clean Energy”. Results indicate that Costa Rica has successfully leveraged green marketing to strengthen its international reputation as a sustainability leader, foster adoption of renewable energy, and attract eco-conscious tourism. However, the absence of systematic evaluation of attitudinal and behavioural change remains a limitation. The findings offer lessons for countries seeking to align green marketing strategies with sustainable development goals, including Bulgaria, where eco-tourism campaigns could benefit from Costa Rica’s experience.

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