The approach to current trends in green marketing by organizations of the XXI century should be a priority in their strategic direction and, even more so, with the high degree of responsibility that companies must demonstrate in their commercial and operational activities for the benefit of the environment and society. However, a phenomenon has been appearing that is harming not only consumers, but also companies, their branding and the country brand, and it is called greenwashing. Based on the above and by means of a case study, this article analyzes the behavior of organizations that have evidenced practices of both ecological marketing and greenwashing, affecting both positively and negatively consumers, companies and society in general from a Colombian and an international commercial scenario. The results provide elements of judgment both to the academy and to the productive sector from the parallel between what ecological marketing and greenwashing mean for society and contemporary industry. Download
