At present, responsible consumerism has been a growing trend that has allowed the emergence of new and innovative business models whose focus is the development of products, services and processes that are responsible for the environment and consequently for society in general. However, these companies often have great difficulties in effectively communicating the actions they carry out in favor of sustainability, which is why a new branch of marketing called Green Marketing has been born, which main objective is to honestly guarantee and genuine assertive and effective communication of all responsible processes that companies develop for the environment and society. The companies that operate with sustainable products and processes are called “Green Businesses” and these businesses are the focus in which they seek to apply green marketing. Now, this research supports the advisory and technical guidance services that the Bogotá Chamber of Commerce (CCB) provides to small and medium green businesses in Bogotá to boost business competitiveness in the region. Given the above, the bases are established for the development of effective green marketing plans that promote the commercial operations of two green businesses that will be the subjects of study of this research and that for reasons of responsibility and confidentiality in data management will be labeled as from now on as Green Business 1 and Green Business 2. During this research, practical cases of the application of Green Marketing concepts and methodologies are evidenced in the creation of highly effective digital marketing strategies that manage to capture a base of responsible and conscious consumers with current environmental problems. Finally, all strategies are presented considering their objectives, expected results and implementation methodology.
