Commercial re-signification of avocado seed through sustainable marketing
DOI:
https://doi.org/10.71112/2x3gg181Keywords:
Sustainable marketing, waste valorization, circular economy, agri-food by-products, avocado seedAbstract
La generación de residuos agroalimentarios constituye un desafío estratégico para los sistemas productivos contemporáneos, en un contexto donde la sostenibilidad y la economía circular son prioridades. En este marco, la pepa del aguacate, descartada tras el procesamiento, puede resignificarse como subproducto con valorización comercial mediante estrategias de marketing sostenible. El objetivo es analizar oportunidades de creación de alto valor asociadas a su comercialización, considerando atributos funcionales, simbólicos y perceptuales que inciden en la aceptación del mercado. Se realizó una revisión documental cualitativa de literatura e informes técnicos sobre valorización de subproductos, marketing verde y comportamiento del consumidor. Los hallazgos indican propiedades bioactivas y aplicaciones en sectores agroindustrial, cosmético y de materiales sostenibles. Además, narrativas centradas en reducción de residuos, trazabilidad e impactos verificables fortalecen la confianza y la disposición a aceptar productos derivados. El estudio aporta lineamientos para diseñar estrategias de comercialización coherentes con sostenibilidad, innovación y consumo responsable local.
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