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The Mic Mac Matrix allows structural analysis of future scenarios, to guide decision-making, trends that emerge from the market and identify the most decisive to achieve a reflection among products, services and consumers, achieving prospective studies at a strategic level that anticipate market actions and an action plan. Among the types of green consumers are the 360 ° green, the society, shopper, pocket, dream and zero green. The transition from eco-ugly products to eco-chic and eco-iconic was found as a trend; as influences associated with the consumer are identified the education, will and the green segments. This article originates from the research project “Green Marketing Model”, from the Faculty of Communication of the Unipanamericana Compensar, aimed at proposing a structured model of ecological strategies focused on the trends of Green Marketing.

MARKETING Y CONSUMIDOR GREEN. Aplicación de la Matriz Mic Mac para el análisis de tendencias