Impacto del Escepticismo en los Factores de la Teoría del Comportamiento Planificado y la Intención de Compra de Productos Orgánicos
Resumen
Este estudio tiene como objetivo analizar los factores que influyen en la intención de compra de productos orgánicos entre los millennials, utilizando la Teoría del Comportamiento Planificado (TCP) como marco teórico. Para ello, se consideraron variables como actitud, normas subjetivas, control de comportamiento percibido y escepticismo, evaluando su relación con la intención de compra. La metodología empleada fue de tipo cuantitativo, descriptivo y de diseño transversal, con una muestra de 566 estudiantes universitarios de la Provincia del Guayas, Ecuador. La recolección de datos se realizó mediante encuestas con una escala de Likert de cinco puntos, y se utilizó AMOS 24 para el análisis estadístico, desarrollando un Análisis Factorial Confirmatorio (AFC) y un Modelado de Ecuaciones Estructurales. Los resultados mostraron que el modelo presentó un ajuste adecuado, con indicadores de bondad de ajuste satisfactorios, tales como CFI, TLI y RMSEA, lo cual validó el modelo propuesto. Se aceptaron las hipótesis que indican que la actitud, normas subjetivas y control de comportamiento influyen en la intención de compra, mientras que el escepticismo afecta negativamente estos tres factores. Estos hallazgos sugieren que, para incrementar la intención de compra de productos orgánicos entre los millennials, es necesario abordar el escepticismo mediante estrategias de comunicación y educación que generen confianza en los beneficios ambientales y de salud de estos productos.
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Derechos de autor 2024 Ariel Omar Cruz Oña , Gabriel Germán Usiña Báscones, Mayra Alexandra Samaniego Arias
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
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