Bibliographic citations
Jauregui, M., (2022). Estrategias de comunicación del ecodiseño de la marca San Luis para empatizar con el consumidor. [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/669261
Jauregui, M., Estrategias de comunicación del ecodiseño de la marca San Luis para empatizar con el consumidor. [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/669261
@misc{renati/407845,
title = "Estrategias de comunicación del ecodiseño de la marca San Luis para empatizar con el consumidor.",
author = "Jauregui Cachay, Manuel Alejandro",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
This research focuses on the advertising effects, on how brands have chosen to invest in more sustainable packaging or the development of an eco-design, because it proposes a solution to the problem of negative impact on the environment. Its objective is to analyse the communication strategies of the ecodesign of the San Luis brand that can empathize with the consumer in its #Eco-flex campaign. A qualitative approach was applied with a case study design. Using the snowball demonstration technique, 16 semi-structured interviews were carried out with a sample of young people between 22 and 25 years old, who belonged to the Environmental Engineering career of the Peruvian University of Applied Sciences (UPC). As a result, it was revealed that the colours of the container, the message, the true information and the public and the target audience were the advertising components that empathized with the consumer. Finally, in the findings it was detailed that a great variety of companies modify their packaging to an ecological one due to market trends and due to the regulations to be met for items and certifications named ISO.
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