Globalization has highlighted the weakness not only of the world economic system, but also the importance for consumers of being aware when buying a product. This, implies a purchase decision process that today's consumer is willing to assume, given the level of commitment and responsibility he feels towards future generations and the environment. However, this purchase decision process has become a challenge for companies to meet their needs according to their demands. Which implies modifications in its production processes, use of recyclable materials, marketing strategies, among other methods that guarantee being able to maintain a loyal relationship with their consumers in the short and long term.
