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.
Descargas
Citas
Ajzen, I. (1991) The theory of planned behavior. Organizational behavior and human decision.
Agarwal, N. and Kumar, V. (2021), “Three decades of green advertising–a review of literature and bibliometric analysis”. Benchmarking: An International Journal, 28 (6), 1934-1958. https://doi.org/10.1108/BIJ-07-2020-0380
Amalia, F.A., Sosianika, A. and Suhartanto, D. (2020), “Indonesian Millennials’ Halal food purchasing: merely a habit?” British Food Journal, 122(4), 1185-1198 https://doi.org/10.1108/BFJ-10-2019-0748
Carrión Bósquez, N.G. y Arias-Bolzmann, L.G. (2022). Factors influencing green purchasing inconsistency of Ecuadorian millennials. British Food Journal, 124(8), 2461-2480. https://doi.org/10.1108/BFJ-05-2021-0558
Carrión Bósquez, N.G., Arias-Bolzmann, L.G. y Martínez Quiroz, A.K. (2023). The influence of price and availability on university millennials’ organic food product purchase intention. British Food Journal, 125(2), 536-550. https://doi.org/10.1108/BFJ-12-2021-1340
Carrión-Bósquez, N., Veas-González, I., Naranjo-Armijo, F., Llamo-Burga, M., Ortiz-Regalado, O., Ruiz-García, W., ... & Vidal-Silva, C. (2024). Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness—Case Study of Ecuador. Foods, 13(2), 228. https://doi.org/10.3390/foods13020228
Carrión-Bósquez, N. G., Ortiz-Regalado, O., Veas-González, I., Naranjo-Armijo, F. G., & Guerra-Regalado, W. F. (2024). The mediating role of attitude and environmental awareness in the influence of green advertising and eco-labels on green purchasing behaviors. Spanish Journal of Marketing-ESIC. https://doi.org/10.1108/SJME-08-2023-0217
Carrión-Bósquez, N. G., Ortiz-Regalado, O., Naranjo Armijo, F. G., Veas-González, I., Llamo-Burga, M. J., & Guerra-Regalado, W. F. (2024). Factores influyentes en el consumo de productos ecológicos: el caso de los millennials ecuatorianos y peruanos. Multidisciplinary business review, 17(1), 49-63. https://doi.org/10.35692/07183992.17.1.5
Carrión-Bósquez, N. G., Ortiz-Regalado, O., Armijo, F. G. N., Veas-González, I., Llamo-Burga, M. J., & Guerra-Regalado, W. F. (2024). Influential factors in the consumption of organic products: The case of Ecuadorian and Peruvian millennials. Multidisciplinary Business Review, 17(1), 49-63. http://dx.doi.org/10.35692/07183992.17.1.5.
Carrión, N y Salinas, B. (2021). El consumo verde: Un aporte teórico desde la Teoría del Comportamiento Planificado. Visión Empresarial (11), 97-114. https://doi.org/10.32645/13906852.1068
Chang, H., Zhang, L. and Xie, G. (2015), “Message framing in green advertising: The effect of construal level and consumer environmental concern”. International Journal of Advertising, 34(1), 158–176. https://doi.org/10.1080/02650487.2014.994731
Chin, W. (1998), “The partial least squares approach for structural equation Modeling”, in Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates, Mahwah, NJ.
Chion, S. and Charles, V. (2016), Analítica de Datos para la Modelación Estructural, 1ra. Ed., Pearson.
Claire, E., Banterle, A., & Stranieri, S. (2018). Trust to Go Green: An Exploration of Consumer Intentions for Eco-friendly Convenience Food. Ecological Economics, 148, 54-65. https://doi.or/10.1016/j.ecolecon.2018.02.010
Do Paço, A. M. F. and Reis, R. (2018), “Factors affecting skepticism toward green advertising”. Journal of Advertising, 41 (4), 147–155. Disponible en: https://doi.org/10.2307/23410039
Fornell, C. and Larcker, D. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, 18 (1), 39-50
García, E. and Rondon, R. (2022), “Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior”, Sustainability, 14 (14), 1-19. https://doi.org/10.3390/su14148499
Hair, J., Black, W., Babin, B. and Anderson, R. (2010), Multivariate Data Analysis, 7th ed., Prentice Hall, Mexico.
Hazaea, S. A., Al-Matari, E. M., Zedan, K., Khatib, S. F., Zhu, J., & Al Amosh, H. (2022). Green purchasing: Past, present and future. Sustainability, 14 (9), 1-28. https://doi.org/10.3390/su14095008
Hansmann, R., Laurenti, R., Mehdi, T. and Binder, C. (2020), “Determinants of pro-environmental behavior: A comparison of university students and staff from diverse faculties at a Swiss University”. Journal of Cleaner Production, 268 (1), 1-74. https://doi.org/10.1016/j.jclepro.2020.121864
Hoyos-Vallejo, C. A., Carrión-Bósquez, N. G., & Ortiz-Regalado, O. (2023). The influence of skepticism on the university Millennials’ organic food product purchase intention. British Food Journal, 125(10), 3800-3816. https://doi.org/10.1108/BFJ-02-2023-0093
Jaiswala, D., & Kant, R. (2018). Green Purchasing Behaviour: A Conceptual Framework and Empirical Investigation of Indian Consumers. Journal of retailing and consumer servcies, 41(1), 60-69. https://doi.org/10.1016/j.jretconser.2017.11.008
Joshi, Y. and Rahman, Z. (2015), “Factors affecting green purchase behaviour and future research directions”, International Strategic Management, 3(1), 128-143 https://doi.org/10.1016/j.ism.2015.04.001
Kautish, P., Paul, J. and Sharma, R. (2019), “The Moderating Influence of Environmental Consciousness and Recycling Intentions on Green Purchase Behavior”. Journal of Cleaner Production, 228 (1), 1425-1536. https://doi.org/10.1016/j.jclepro.2019.04.389
Kashif, U., Hong, C. and Naseem, S. (2021), “Assessment of millennial organic food consumption and moderating role of food neophobia in Pakistan”. Current Psychology, 40(3), 1-13. https://doi.org/10.1007/s12144-021-01520-1
Kim, W., Malek, K. and Roberts, K. (2019). The effectiveness of green advertising in the convention industry: An application of a dual coding approach and the norm activation model. Journal of Hospitality and Tourism Management, 39(1), 185–192. https://doi.org/10.1016/j.jhtm.2019.04.007
Liobikien, G., & Bernatonien, J. (2017). Why determinants of Green Purchase Cannot be Treated Equally? The Case of Green Cosmetics: Literature Review. Journal of Cleaner Production, 162, 109-120. doi: https://doi.org/10.1016/j.jclepro.2017.05.204
Malik, M., Nawaz, F., Hussain, S., Hyder, S., Anwar, A., Khan, Z. U., ... and Waseem, M. (2019). Contradictory results on environmental concern while re-visiting green purchase awareness and behavior. Asia Pacific Journal of Innovation and Entrepreneurship, 13(1), 17-28. https://doi.org/10.1108/APJIE-11-2018-0061
Naderi, I. and Van, E. (2018). Me first, then the environment: young millennials as green consumers. Young Consumers, 19 (3), 280-295. https://doi.org/10.1108/YC-08-2017-00722
Nguyen, B. (2022). Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity. Journal of Food Products Marketing, 28(2), 87-103. https://doi.org/10.1080/10454446.2022.2043212
Nyilasy, G., Gangadharbatla, H. and Paladino, A. (2014), “Perceived green washing: The interactive effects of green advertising and corporate environmental performance on consumer reactions”. Journal of Business Ethics, 125(4), 693–707. https://doi.org/10.1007/s10551-013-1944-3
Nosi, C., Zollo, L., Rialti, R. and Ciappei, C. (2020). Sustainable consumption in organic food buying behavior: the case of quinoa, British Food Journal, 22 (3), 976-994. https://doi.org/10.1108/BFJ-09-2019-0745
Ortiz-Regalado, O., Llamo-Burga, M., Carrión-Bósquez, N., Chávez-Gutiérrez, H., Guerra-Regalado, W., Veas-González, I., Ruiz-García, W. & Vidal-Silva, C. (2024). Unveiling Millennials’ Perceptions of Organic Products: A Grounded Theory Analysis in Ecuador and Peru. Sustainability, 16(12), 5230. https://doi.org/10.3390/su16125230
Ping, R. (2004). On assuring valid measures for theoretical models using survey data, Journal of Business Research, 57(1), 125-141.
Pittman, M., Oeldorf, A. and Brannan, A. (2022). Green advertising on social media: Brand authenticity mediates the effect of different appeals on purchase intent and digital engagement. Journal of Current Issues & Research in Advertising, 43 (1), 106-121. https://doi.org/10.1080/10641734.2021.1964655
Rahbar, E. and Wahid, N. (2011), “Investigation of green marketing tools’ effect on consumers’ purchase behavior”. Business Strategy Series, 12(2), 73–83. https://doi.org/10.1108/17515631111114877
Riskos, K., Dekoulou, P., Mylonas, N., and Tsourvakas, G. (2021). Ecolabels and the attitude–behavior relationship towards green product purchase: A multiple mediation model. Sustainability, 13(12), 1-22. https://doi.org/10.3390/su13126867
Robichaud, Z. and Yu, H. (2022), "Do young consumers care about ethical consumption?
Modelling Gen Z's purchase intention towards fair trade coffee", British Food Journal, 124(9), 2740-2760 https://doi.org/10.1108/BFJ-05-2021-0536
Sharma, N. and Kushwaha, G. (2019). Eco-labels: A tool for green marketing or just a blind mirror for consumers. Electronic Green Journal, 1(42), 1-23. https://doi.org/10.5070/G314233710
S.h Ahmad, F., Rosli, N. and Quoquab, F. (2022), “Environmental quality awareness, green trust, green self-efficacy and environmental attitude in influencing green purchase behaviour”, International Journal of Ethics and Systems, 38(1), 68-90. https://doi.org/10.1108/IJOES-05-2020-0072
Sun, Y., Liu, N. and Shao, M. (2019), “Factors and mechanisms affecting green consumption in China: a multilevel analysis”, Journal of Cleaner Production, 209(1), 481-493. https://doi.org/10.1016/j.jclepro.2018.10.241
Sun, Y., Luo, B., Wang, S. and Fang, W. (2020). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?. Business Strategy and the Environment, 30(1), 694-704. https://doi.org/10.1002/bse.2648
Taufique, R. and Vaithianathan, S. (2018). A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior, Journal of Cleaner Production, 183(1), 46-55. https://doi.org/10.1016/j.jclepro.2018.02.097
Tsai-Feng, K. and Yi- Zhan, D. (2020). A study on the influence of green advertising design and environmental emotion on advertising effect”, Journal of cleaner production, 24(21), 1-19. https://doi.org/10.1016/j.jclepro.2019.118294
Testa, F., Sarti, S. and Frey, M. (2019), “Are green consumers really green? Exploring the factors behind the actual consumption of organic food products”. Business Strategy and the Environment, 28(2), 327-338. https://doi.org/10.1002/bse.2234
Usiña Báscones, G. G. (2024). Elementos publicitarios que influyen en las actitudes y la conciencia ambiental de los consumidores de productos orgánicos. Ciencia Latina Revista Científica Multidisciplinar, 8(4), 6773-6787. https://doi.org/10.37811/cl_rcm.v8i4.12864
Usiña Báscones, G. G. (2024). Influencia de las eco-etiquetas en las actitudes ambientales de los consumidores que tienen intención de compra de productos orgánicos. Ciencia Latina Revista Científica Multidisciplinar, 8(4), 6601-6617. https://doi.org/10.37811/cl_rcm.v8i4.12852
Weber, J. (2017). Discovering the Millennials’ personal values orientation: a comparison to two managerial populations. J Bus ethics, 143, 571-529. https://doi.org/10.1007/s10551-015-2803-1
Woo, E. and Kim, Y. (2019), “Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value”. British Food Journal, 121(2), 320-332. https://doi.org/10.1108/BFJ-01-2018-0027
Yela Aránega, A., Ferraris, A., Baima, G. and Bresciani, S. (2022). Guest editorial: Sustainable growth and development in the food and beverage sector. British Food Journal, 124(8), 2429-2433. https://doi.org/10.1108/BFJ-08-2022-084
Yuhan, S., Ningning, L. and Mingzhu, Z. (2019). Factors and mechanisms affecting green consumption in China: A multilevel analysis. Journal of Cleaner Production, 209(1), 481-493. https://doi.org/10.1016/j.jclepro.2018.10.241
Yaramiglu, E., & Binboga, G. (2018). Understanding sustainable consumption in an emerging country: The antecedents and consequences of the ecologically conscious consumer behavior model. Bussiness strategy and enviroment, 1-10. https://doi.or/10.1002/bse.2270
Yuriev, A., Dahmen, M., Paillé, P., Boiral, O. and Guillaumie, L. (2020). Pro-environmental behaviors through the lens of the theory of planned behavior: A scoping review”. Resources, Conservation and Recycling, 155 (1), 1-12. https://doi.org/10.1016/j.resconrec.2019.104660
Derechos de autor 2024 Mayra Alexandra Samaniego Arias, Gabriel Germán Usiña Báscones
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
.jpg)
.png)
.png)
1.png)
