Strategic digital marketing for amazonian biotrade: A synthesis of evidence on sustainable product communication
DOI:
https://doi.org/10.61347/psa.v4i2.191Keywords:
Credit risk, delinquency, profitability, ROA, ROEAbstract
Amazonian biotrade integrates biodiversity, production practices, territorial identity, and sustainability, attributes that can contribute to product differentiation in digital environments. However, evidence on digital adoption, sustainable consumption, value chains, and origin communication remains fragmented. The objective was to synthesize scientific evidence published between 2021 and 2026 on these dimensions, drawing on strategic marketing and organizational communication approaches, to propose components of a digital marketing strategy applicable to biotrade in the Ecuadorian Amazon. An integrative, descriptive-comparative documentary review was conducted using documented searches in Crossref and DOAJ, thematic coding, and descriptive frequency analysis of a purposively selected corpus of 27 articles. Of the studies, 85.2% were published between 2023 and 2026; five (18.5%) focused on Ecuador, and eight (29.6%) addressed Amazonian contexts. None of the articles in the corpus integrated verifiable accreditation mechanisms and origin communication into a multiproduct digital strategy for biotrade in the Ecuadorian Amazon. Based on the findings, five components were proposed: market diagnosis, origin narratives, verifiable accreditation, strategic selection of digital channels, and trust management. It was concluded that integrating these components constituted a conceptual proposal grounded in documentary evidence, whose territorial relevance, community participation, and commercial effectiveness require empirical validation.
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