Factores cognitivos y emocionales en la disposición a pagar por productos verdes
Palabras clave:
consumo sostenible, generación Z, teoría del comportamiento planeado, disposición a pagar
Resumen
El objetivo de esta investigación fue analizar la disposición a pagar por productos verdes en jóvenes mexicanos de la Generación Z, considerando como variables explicativas el conocimiento ambiental, la preocupación ambiental y la actitud hacia productos sostenibles. Se empleó un enfoque cuantitativo, explicativo y de corte transversal, mediante la aplicación de una encuesta digital a 387 participantes en México. El modelo teórico se fundamentó en la Teoría del Comportamiento Planeado y fue evaluado mediante modelado de ecuaciones estructurales. Los resultados evidenciaron que el conocimiento ambiental y la preocupación ambiental influyen de manera directa en la disposición a pagar, mientras que la preocupación también impacta positivamente en la actitud. No obstante, la actitud no mostró un efecto significativo sobre la disposición a pagar ni desempeñó un papel mediador. Se concluye que los factores cognitivos y emocionales constituyen determinantes directos del consumo verde en el segmento juvenil analizado.
Citas
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Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
Bhardwaj, A. K., Garg, A., Ram, S., Gajpal, Y., & Zheng, C. (2020). Research trends in green product for environment: A bibliometric perspective. International Journal of Environmental Research and Public Health, 17(22), Artículo 8469. https://doi.org/10.3390/ijerph17228469
Burgos-Espinoza, I. I., García-Alcaraz, J. L., Gil-López, A. J., & Díaz-Reza, J. R. (2024). Effect of environmental knowledge on pro-environmental attitudes and behaviors: a comparative analysis between engineering students and professionals in Ciudad Juárez (Mexico). Journal of Environmental Studies and Sciences. https://doi.org/10.1007/s13412-024-00991-5
De Araújo, A. F., Andrés-Marques, I., & Moreno, L. L. (2025). No Planet-B attitudes: the main driver of Gen Z travelers’ willingness to pay for sustainable tourism destinations. Sustainability, 17(3), Artículo 847. https://doi.org/10.3390/su17030847
Dropulić, B., & Krupka, Z. (2020). Are consumers always greener on the other side of the fence? Factors that influence green purchase intentions – the context of Croatian and Swedish consumers. Market-Tržište, 32(SI), 99-113. https://doi.org/10.22598/mt/2020.32.spec-issue.99
Escourido-Calvo, M., Prado-Dominguez, A. J., & Martin-Palmero, F. (2025). Generation Z, circular fashion, and sustainable marketing. International Journal of Digital Marketing Management and Innovation, 1(1), 1-23. https://www.igi-global.com/article/generation-z-circular-fashion-and-sustainable-marketing/367035
Field, A. (2013). Discovering statistics using IBM SPSS statistics (4.ª ed.). SAGE Publications.
Filip, A., Stancu, A., Onișor, L., Mogoș, O. C., Catană, Ș., & Goldbach, D. (2025). Drivers of purchase intentions of Generation Z on eco-products. Sustainability, 17(2), Artículo 629. https://doi.org/10.3390/su17020629
Firdaus, F. (2023). Green product purchase decision: The role of environmental consciousness and willingness to pay. Jurnal Aplikasi Manajemen, 21(4). https://doi.org/10.21776/ub.jam.2023.021.04.14
Fischbach, E., Sparks, E., Hudson, K., Lio, S., & Englebretson, E. (2022). Consumer concern and willingness to pay for plastic alternatives in food service. Sustainability, 14(10), Artículo 5992. https://doi.org/10.3390/su14105992
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate data analysis (7.ª ed.). Pearson.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
Hernández-Arteaga, L. G. (2026). Factores psicosociales en la intención de compra de moda sostenible en jóvenes mexicanos. Dilemas Contemporáneos: Educación, Política y Valores. https://doi.org/10.46377/dilemas.v13i2.4852
Hossain, I., Nekmahmud, M., & Fekete-Farkas, M. (2022). How do environmental knowledge, eco-label knowledge, and green trust impact consumers’ pro-environmental behaviour for energy-efficient household appliances? Sustainability, 14(11), Artículo 6513. https://doi.org/10.3390/su14116513
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Ibrahim, H., Mariapan, M., Lin, E. L. A., & Bidin, S. (2021). Environmental concern, attitude and intention in understanding student’s anti-littering behavior using structural equation modeling. Sustainability, 13(8), Artículo 4301. https://doi.org/10.3390/su13084301
Maichum, K., Parichatnon, S., & Peng, K. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(10), Artículo 1077. https://doi.org/10.3390/su8101077
Maisaroh, M., R. S., Suratman, A., Junianta, R. D., Sholihah, M. A., Saputri, I. A., Sofia, K. B., Asmi, A. N. T., Rahma, N. E., & Rizki, N. A. M. (2025). The use of exploratory factor analysis to identify determinants of green innovation product acceptance among Generation Z. Journal of Ecohumanism, 4(1). https://doi.org/10.62754/joe.v4i1.6003
Matwani, J., & Ojija, F. (2025). Exploring the link between energy resources and global biodiversity. Sustainable Social Development, 3(2), Artículo 3245. https://doi.org/10.54517/ssd3245
Mulaik, S. A., James, L. R., Van Alstine, J., Bennett, N., Lind, S., & Stilwell, C. D. (1989). Evaluation of goodness-of-fit indices for structural equation models. Psychological Bulletin, 105(3), 430–445. https://doi.org/10.1037/0033-2909.105.3.430
Müller, J., Acevedo-Duque, Á., Müller, S., Kalia, P., & Mehmood, K. (2021). Predictive sustainability model based on the theory of planned behavior incorporating ecological conscience and moral obligation. Sustainability, 13(8), Artículo 4248. https://doi.org/10.3390/su13084248
Müller-Pérez, J., Acevedo-Duque, Á., García-Salirrosas, E. E., Escobar-Farfán, M., Esponda-Pérez, J. A., Cachicatari-Vargas, E., Álvarez-Becerra, R., & De Fortoul, S. A. (2025). Factors influencing healthy product consumer behavior: an integrated model of purchase intention. Frontiers in Public Health, 13, Artículo 1576427. https://doi.org/10.3389/fpubh.2025.1576427
Nguyen, T. N., Phan, M. D. T., & Nguyet, P. T. A. (2025). The impact of environmental factors on green purchase intention and green purchase behavior: The moderating role of price sensitivity. Management, 1, 597–624. https://www.management-poland.com/pdf-205146-126471?filename=The-impact-of-environment.pdf
Oleas, A. S. C., & Gavilanes, K. A. M. (2022). Productos favorables al medioambiente: una perspectiva del marketing de influencia en la decisión de compra del consumidor de la provincia de Tungurahua. UDA AKADEM, 10, 41–71. https://doi.org/10.33324/udaakadem.v2i10.530
Prakash, G., & Pathak, P. (2016). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116
Qian, C., Yu, K., & Gao, J. (2019). Understanding environmental attitude and willingness to pay with an objective measure of attitude strength. Environment and Behavior, 53(2), 119–150. https://doi.org/10.1177/0013916519855140
Sadiq, M., Adil, M., & Paul, J. (2021). Eco-friendly hotel stay and environmental attitude: A value-attitude-behaviour perspective. International Journal of Hospitality Management, 100, Artículo 103094. https://doi.org/10.1016/j.ijhm.2021.103094
Sánchez-Bravo, P., Chambers, E., V., Noguera-Artiaga, L., Sendra, E., Chambers, E., IV, & Carbonell-Barrachina, Á. A. (2020). Consumer understanding of sustainability concept in agricultural products. Food Quality and Preference, 89, Artículo 104136. https://doi.org/10.1016/j.foodqual.2020.104136
Shah, P., & Yang, J. Z. (2022). Consumer willingness to pay for sustainable products. Environmental Communication, 16(8), 1077–1093. https://doi.org/10.1080/17524032.2022.2152847
Slepian, R. C., Vincent, A. C., Patterson, H., & Furman, H. (2023). Social media, wearables, telemedicine and digital health—A Gen Y and Z perspective. En Elsevier eBooks (pp. 524–544). Elsevier. https://www.scienceopen.com/book?vid=3191345b-d8ef-4b87-9fc7-395d4466c915
Testa, F., Pretner, G., Iovino, R., Bianchi, G., Tessitore, S., & Iraldo, F. (2020). Drivers to green consumption: a systematic review. Environment, Development and Sustainability, 23(4), 4826–4880. https://doi.org/10.1007/s10668-020-00844-5
Tikka, P. M., Kuitunen, M. T., & Tynys, S. M. (2000). Effects of educational background on students’ attitudes, activity levels, and knowledge concerning the environment. The Journal of Environmental Education, 31(3), 12–19. https://doi.org/10.1080/00958960009598640
Tóth, E., Czeglédi, I., Szilágyi, Z. P., & Müller, A. (2025). Environmental awareness of generations and sustainable product development: The way towards a green future. Táplálkozásmarketing, 11(2), 45–57. https://doi.org/10.20494/tm/11/2/4
Villalobos, L. D., Ortíz, J. H., & Valdivia, D. D. V. (2026). Posibilidades de consumo de la carne de guajolote: un estudio de valoración contingente. Agricultura, Sociedad y Desarrollo, 23(1). https://doi.org/10.22231/asyd.v23i1.1775
Wiśniewska, A. (2025). Attitude towards sustainability as a predictor of consumer behavioral intention. A test of 3x3-item scale in the context of the food market. Journal of Cleaner Production, Artículo 144947. https://doi.org/10.1016/j.jclepro.2025.144947
Xia, Z., Ye, J., Zhou, Y., Howe, P. D., Xu, M., Tan, X., Tian, X., & Zhang, C. (2022). A meta-analysis of the relationship between climate change experience and climate change perception. Environmental Research Communications-, 4(10), Artículo 105005. https://doi.org/10.1088/2515-7620/ac9bd9
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120
Yahya, W. K., Braun-Scheeff, A., & Hashim, N. H. (2022). Young consumers purchase intention of eco-labelled products: Evidence from Malaysia. International Journal of Academic Research in Business and Social Sciences, 12(1). https://doi.org/10.6007/ijarbss/v12-i1/12079
Zaidi, N., Dixit, S., Maurya, M., & Dharwal, M. (2021). Willingness to pay for green products and factors affecting buyer’s behaviour: An empirical study. Materials Today: Proceedings, 49, 3595–3599. https://doi.org/10.1016/j.matpr.2021.08.123
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
Bhardwaj, A. K., Garg, A., Ram, S., Gajpal, Y., & Zheng, C. (2020). Research trends in green product for environment: A bibliometric perspective. International Journal of Environmental Research and Public Health, 17(22), Artículo 8469. https://doi.org/10.3390/ijerph17228469
Burgos-Espinoza, I. I., García-Alcaraz, J. L., Gil-López, A. J., & Díaz-Reza, J. R. (2024). Effect of environmental knowledge on pro-environmental attitudes and behaviors: a comparative analysis between engineering students and professionals in Ciudad Juárez (Mexico). Journal of Environmental Studies and Sciences. https://doi.org/10.1007/s13412-024-00991-5
De Araújo, A. F., Andrés-Marques, I., & Moreno, L. L. (2025). No Planet-B attitudes: the main driver of Gen Z travelers’ willingness to pay for sustainable tourism destinations. Sustainability, 17(3), Artículo 847. https://doi.org/10.3390/su17030847
Dropulić, B., & Krupka, Z. (2020). Are consumers always greener on the other side of the fence? Factors that influence green purchase intentions – the context of Croatian and Swedish consumers. Market-Tržište, 32(SI), 99-113. https://doi.org/10.22598/mt/2020.32.spec-issue.99
Escourido-Calvo, M., Prado-Dominguez, A. J., & Martin-Palmero, F. (2025). Generation Z, circular fashion, and sustainable marketing. International Journal of Digital Marketing Management and Innovation, 1(1), 1-23. https://www.igi-global.com/article/generation-z-circular-fashion-and-sustainable-marketing/367035
Field, A. (2013). Discovering statistics using IBM SPSS statistics (4.ª ed.). SAGE Publications.
Filip, A., Stancu, A., Onișor, L., Mogoș, O. C., Catană, Ș., & Goldbach, D. (2025). Drivers of purchase intentions of Generation Z on eco-products. Sustainability, 17(2), Artículo 629. https://doi.org/10.3390/su17020629
Firdaus, F. (2023). Green product purchase decision: The role of environmental consciousness and willingness to pay. Jurnal Aplikasi Manajemen, 21(4). https://doi.org/10.21776/ub.jam.2023.021.04.14
Fischbach, E., Sparks, E., Hudson, K., Lio, S., & Englebretson, E. (2022). Consumer concern and willingness to pay for plastic alternatives in food service. Sustainability, 14(10), Artículo 5992. https://doi.org/10.3390/su14105992
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate data analysis (7.ª ed.). Pearson.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
Hernández-Arteaga, L. G. (2026). Factores psicosociales en la intención de compra de moda sostenible en jóvenes mexicanos. Dilemas Contemporáneos: Educación, Política y Valores. https://doi.org/10.46377/dilemas.v13i2.4852
Hossain, I., Nekmahmud, M., & Fekete-Farkas, M. (2022). How do environmental knowledge, eco-label knowledge, and green trust impact consumers’ pro-environmental behaviour for energy-efficient household appliances? Sustainability, 14(11), Artículo 6513. https://doi.org/10.3390/su14116513
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Ibrahim, H., Mariapan, M., Lin, E. L. A., & Bidin, S. (2021). Environmental concern, attitude and intention in understanding student’s anti-littering behavior using structural equation modeling. Sustainability, 13(8), Artículo 4301. https://doi.org/10.3390/su13084301
Maichum, K., Parichatnon, S., & Peng, K. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(10), Artículo 1077. https://doi.org/10.3390/su8101077
Maisaroh, M., R. S., Suratman, A., Junianta, R. D., Sholihah, M. A., Saputri, I. A., Sofia, K. B., Asmi, A. N. T., Rahma, N. E., & Rizki, N. A. M. (2025). The use of exploratory factor analysis to identify determinants of green innovation product acceptance among Generation Z. Journal of Ecohumanism, 4(1). https://doi.org/10.62754/joe.v4i1.6003
Matwani, J., & Ojija, F. (2025). Exploring the link between energy resources and global biodiversity. Sustainable Social Development, 3(2), Artículo 3245. https://doi.org/10.54517/ssd3245
Mulaik, S. A., James, L. R., Van Alstine, J., Bennett, N., Lind, S., & Stilwell, C. D. (1989). Evaluation of goodness-of-fit indices for structural equation models. Psychological Bulletin, 105(3), 430–445. https://doi.org/10.1037/0033-2909.105.3.430
Müller, J., Acevedo-Duque, Á., Müller, S., Kalia, P., & Mehmood, K. (2021). Predictive sustainability model based on the theory of planned behavior incorporating ecological conscience and moral obligation. Sustainability, 13(8), Artículo 4248. https://doi.org/10.3390/su13084248
Müller-Pérez, J., Acevedo-Duque, Á., García-Salirrosas, E. E., Escobar-Farfán, M., Esponda-Pérez, J. A., Cachicatari-Vargas, E., Álvarez-Becerra, R., & De Fortoul, S. A. (2025). Factors influencing healthy product consumer behavior: an integrated model of purchase intention. Frontiers in Public Health, 13, Artículo 1576427. https://doi.org/10.3389/fpubh.2025.1576427
Nguyen, T. N., Phan, M. D. T., & Nguyet, P. T. A. (2025). The impact of environmental factors on green purchase intention and green purchase behavior: The moderating role of price sensitivity. Management, 1, 597–624. https://www.management-poland.com/pdf-205146-126471?filename=The-impact-of-environment.pdf
Oleas, A. S. C., & Gavilanes, K. A. M. (2022). Productos favorables al medioambiente: una perspectiva del marketing de influencia en la decisión de compra del consumidor de la provincia de Tungurahua. UDA AKADEM, 10, 41–71. https://doi.org/10.33324/udaakadem.v2i10.530
Prakash, G., & Pathak, P. (2016). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116
Qian, C., Yu, K., & Gao, J. (2019). Understanding environmental attitude and willingness to pay with an objective measure of attitude strength. Environment and Behavior, 53(2), 119–150. https://doi.org/10.1177/0013916519855140
Sadiq, M., Adil, M., & Paul, J. (2021). Eco-friendly hotel stay and environmental attitude: A value-attitude-behaviour perspective. International Journal of Hospitality Management, 100, Artículo 103094. https://doi.org/10.1016/j.ijhm.2021.103094
Sánchez-Bravo, P., Chambers, E., V., Noguera-Artiaga, L., Sendra, E., Chambers, E., IV, & Carbonell-Barrachina, Á. A. (2020). Consumer understanding of sustainability concept in agricultural products. Food Quality and Preference, 89, Artículo 104136. https://doi.org/10.1016/j.foodqual.2020.104136
Shah, P., & Yang, J. Z. (2022). Consumer willingness to pay for sustainable products. Environmental Communication, 16(8), 1077–1093. https://doi.org/10.1080/17524032.2022.2152847
Slepian, R. C., Vincent, A. C., Patterson, H., & Furman, H. (2023). Social media, wearables, telemedicine and digital health—A Gen Y and Z perspective. En Elsevier eBooks (pp. 524–544). Elsevier. https://www.scienceopen.com/book?vid=3191345b-d8ef-4b87-9fc7-395d4466c915
Testa, F., Pretner, G., Iovino, R., Bianchi, G., Tessitore, S., & Iraldo, F. (2020). Drivers to green consumption: a systematic review. Environment, Development and Sustainability, 23(4), 4826–4880. https://doi.org/10.1007/s10668-020-00844-5
Tikka, P. M., Kuitunen, M. T., & Tynys, S. M. (2000). Effects of educational background on students’ attitudes, activity levels, and knowledge concerning the environment. The Journal of Environmental Education, 31(3), 12–19. https://doi.org/10.1080/00958960009598640
Tóth, E., Czeglédi, I., Szilágyi, Z. P., & Müller, A. (2025). Environmental awareness of generations and sustainable product development: The way towards a green future. Táplálkozásmarketing, 11(2), 45–57. https://doi.org/10.20494/tm/11/2/4
Villalobos, L. D., Ortíz, J. H., & Valdivia, D. D. V. (2026). Posibilidades de consumo de la carne de guajolote: un estudio de valoración contingente. Agricultura, Sociedad y Desarrollo, 23(1). https://doi.org/10.22231/asyd.v23i1.1775
Wiśniewska, A. (2025). Attitude towards sustainability as a predictor of consumer behavioral intention. A test of 3x3-item scale in the context of the food market. Journal of Cleaner Production, Artículo 144947. https://doi.org/10.1016/j.jclepro.2025.144947
Xia, Z., Ye, J., Zhou, Y., Howe, P. D., Xu, M., Tan, X., Tian, X., & Zhang, C. (2022). A meta-analysis of the relationship between climate change experience and climate change perception. Environmental Research Communications-, 4(10), Artículo 105005. https://doi.org/10.1088/2515-7620/ac9bd9
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120
Yahya, W. K., Braun-Scheeff, A., & Hashim, N. H. (2022). Young consumers purchase intention of eco-labelled products: Evidence from Malaysia. International Journal of Academic Research in Business and Social Sciences, 12(1). https://doi.org/10.6007/ijarbss/v12-i1/12079
Zaidi, N., Dixit, S., Maurya, M., & Dharwal, M. (2021). Willingness to pay for green products and factors affecting buyer’s behaviour: An empirical study. Materials Today: Proceedings, 49, 3595–3599. https://doi.org/10.1016/j.matpr.2021.08.123
Publicado
2026-06-03
Cómo citar
Hernández-Arteaga, L. G., Hernández-García, P., & Ochoa-Hernández, M. L. (2026). Factores cognitivos y emocionales en la disposición a pagar por productos verdes. Revista Venezolana De Gerencia, 31(15), e31e1529. Recuperado a partir de http://mail.produccioncientificaluz.org/index.php/rvg/article/view/45652
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