Marketing strategies for the sustainable positioning of bamboo in emerging markets

Bamboo has gained prominence in contemporary sustainability debates as it is promoted as a material alternative to conventional inputs associated with high environmental impact. However, its positioning in emerging markets does not rely solely on its biophysical properties, but on the symbolic and discursive frameworks through which consumers interpret its value. This article examines the potential of bamboo as a sustainable product from a critical marketing perspective, integrating insights from sustainable marketing, circular economy theory, and consumer behavior research. Based on a systematic review of academic literature and specialized institutional reports, the study explores how attributes such as traceability, authenticity, durability, and natural aesthetics contribute to the construction of perceived value. The findings suggest that bamboo can be consolidated as a differentiated category when marketing strategies coherently articulate environmental benefits, territorial legitimacy, and communicative transparency, while avoiding greenwashing practices that undermine consumer trust. Additionally, the analysis highlights that brand credibility is strengthened when environmental claims are supported by verifiable certifications and consumer education processes.