Today's society has been undergoing important transformations that affect the consumption dynamics of the markets. Every day companies face a demanding market that, in addition to looking for quality, evaluates brands who would be their best allies in achieving more environmentally conscious and responsible lifestyles. Nowadays, consumers are acquiring a more solid posture of caring for natural resources, questioning traditional consumption systems. At this point, the concept known as Green Marketing begins to take on greater relevance, consolidating itself as a sustainable alternative to market products, creating a complete ecosystem, from production to distribution, promotion, and purchase, that manages to satisfy the needs of people without affecting environmental well-being. Unquestionably some factors such as cultural influences and the socio-economic context of a region, play a fundamental role in the way these purchasing choices are made. Therefore, when comparing a market such as Austria with that of Colombia, from the perspective of Green Marketing, it is possible to identify aspects such as the growing willingness of Colombians to buy Green products and the particular interest of Austrians in organic agricultural productions. Both markets are very different, however, the perception of Green products and consumption is something that seems to be common.
