Dimensiones de la Teoría de Comportamiento Planificado y su influencia en la Intención de compra de productos orgánicos
Resumen
El presente estudio aborda la relevancia del comportamiento de consumo verde, enfocándose en los millennials ecuatorianos y su intención de compra de productos orgánicos. El objetivo principal fue identificar si las dimensiones de la Teoría del Comportamiento Planificado (TCP) —actitudes, normas subjetivas y control del comportamiento percibido— inciden en la intención de compra de productos con características ecológicas en este grupo demográfico. Para ello, se realizó una investigación cuantitativa de alcance correlacional, aplicada a una muestra de 566 millennials universitarios de Ecuador. Los resultados obtenidos a través de análisis estadísticos confirmaron que las tres dimensiones de la TCP influyen de manera significativa en la intención de compra de productos orgánicos. En particular, las actitudes hacia el consumo verde y las normas subjetivas demostraron tener un impacto positivo en la formación de esta intención, mientras que el control del comportamiento percibido reveló ser un factor limitante debido a barreras como la disponibilidad y el costo de estos productos. Estos hallazgos refuerzan la importancia de la TCP en la comprensión del comportamiento de los millennials hacia el consumo responsable y proporcionan valiosa información para el diseño de estrategias que promuevan el acceso y la adopción de productos orgánicos.
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Derechos de autor 2024 Mayra Alexandra Samaniego Arias, Gabriel Germán Usiña Báscones
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.