摘要：The objective of this work is revising the reported literature in the state of art on environmental marketing and to describe those models which study consumer behavior which have found sustainable empirical evidence. After an extensive revision in all the international information banks, it were found 4 models of environmental marketing and a model that characterizes the green consumers. The models are described and compared analyzing their characteristics and equivalences. As a consequence of the previous analysis is concluded that the environmental values instilled in the family and in the school are determinants for the conduct of the green consumers.
关键词：Environmental marketing; model; consumer behaviour;marketing ambiental; modelos; comportamiento del consumidor.
