The rural communities are an important force in the protection of the forests, thepresent article contains a theoretical reflection on Social Marketing, that he/she has comebeing used as a strategy to change the public behavior, through products or socialservices. In this case; it is applied as a strategic invigoration to change behaviorsdestructive indifferent and many times for protection behaviors toward the forests. Inreference to the market investigation, here he/she doesn't show up a study on the demandfor this type of products. The theoretical study here presented, he/she refers to theimportance of investigating the vivencias of the peasants before a study of markets forsocial environmental products, because of that study knowledge would be obtained on theflora biodiversity and fauna of that place, that it is what attracts to that group of consumers,also the emotional interrelations that it represents the biodiversity for the peasants and thecommitments of acceptance of the products that in turn, it would take to thechange of the peasants' social behaviors who mainly attempt against the biodiversity of theforests. The services are not directed for the consumption of the peasants, these they goto educational communities, employees, to the government sector, non-governmentorganizations, in general to all the productive sectors and ecological tourists, it is soughtto sensitize many people in pro of taking care of the forests; in turn, the services transforminto a great option of generating revenues strengthening sustainable businesses for theregions, the peasants would also obtain additional revenues to their agricultural activities,with an important value, the rural community would improve attitudes of more protectiontoward the forests and its natural environment in general.