Consumo de productos eco-friendly en la generación Z: Aplicación de la Teoría del Comportamiento Planificado
Palabras clave:
comportamiento del consumidor, teoría del comportamiento planificado, generación Z
Resumen
En el presente trabajo se analizan los factores que determinan el consumo de productos eco-friendly en la generación Z, utilizando la teoría del comportamiento planificado. A diferencia de la teoría económica ortodoxa, que enfatiza la maximización del bienestar individual dentro de restricciones presupuestarias, la teoría del comportamiento planificado considera dimensiones adicionales como la actitud, la norma subjetiva, el control conductual percibido y la obligación moral. La recolección de la información se llevó a cabo mediante el diseño y aplicación de un instrumento validado, a una muestra de estudiantes universitarios entre 18 y 25 años que residen en la Zona Metropolitana La Laguna. El análisis de los datos se realizó utilizando un modelo de ecuaciones estructurales y mínimos cuadrados parciales. Los resultados confirman que los determinantes de la Teoría del Comportamiento Planificado son relevantes para la intención de compra de productos eco-friendly y se concluye que la norma subjetiva no es una variable que determina dicha intención de compra. Por lo tanto, es relevante seguir aportando a la evidencia empírica del modelo.
Citas
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Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., y Lähteenmäki, L. (2008). Predicting Intentions to Purchase Organic Food: The Role of Affective and Moral Attitudes in the Theory of Planned Behaviour. Appetite, 50, 443-454. http://dx.doi.org/10.1016/j.appet.2007.09.010
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Akehurst, G., Alfonso, C. y Martins, H. (2012). Re-examining green purchase behaviour and the green consumer pro le: new evidence. Management Decision, 50(5), 972-988.
Al-Matari, E. M., Al-Swidi, A. K., y Fadzil, F. H. B. (2013). The effect of the internal audit and firm performance: A proposed research framework. International Review of Management and Marketing, 4(1), 34-41. https://dergipark.org.tr/tr/download/article-file/366666
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American Marketing Association (2017). Marketing Power. http://marketingpower.com/Pages/default.aspx
Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., y Lähteenmäki, L. (2008). Predicting Intentions to Purchase Organic Food: The Role of Affective and Moral Attitudes in the Theory of Planned Behaviour. Appetite, 50, 443-454. http://dx.doi.org/10.1016/j.appet.2007.09.010
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Bray, J., Johns, N., & Kilburn, D. (2011). An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics, 98, 597-608. https://link.springer.com/article/10.1007/s10551-010-0640-9
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Chin W. W. (1998). The partial least squares approach to structural equation modeling. In Marcoulides G. A. (Ed.), Modern methods for business research (pp. 295-358). Lawrence Erlbaum.
Cohen J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum.
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Fishbein, M., y Azjen, I. (2009). Predicting and changing behavior the reasoned action approach. Psychology Press.
Fornell C. G., Larcker D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50. https://www.jstor.org/stable/3151312
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Gruen, T., Osmonbekov, T., y Czaplewski, A. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449. https://doi.org/10.1016/j.jbusres.2005.10.004
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Hair J. F., Hult G. T. M., Ringle C. M., Sarstedt M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications
Hameed, I., Waris, I., y Haq, M. A. (2019). Predicting eco-conscious consumer behavior using theory of planned behavior in Pakistan. Environmental Science and Pollution Research, 26(15), 15535-15547. https://doi.org/10.1007/s11356-019-04967-9
Henseler J., Ringle C. M., y Sarstedt M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://link.springer.com/article/10.1007/s11747-014-0403-8
Hernández, E. (2014). Teoría de la Conducta Planeada: Niños escolares y el consumo de alcohol. Universidad Autónoma de Aguascalientes.
Hernández, Y. y López, D. (2012). El marketing ecológico y su integración en la planificación estratégica. Revista de Estudios Interdisciplinarios en Ciencias Sociales. Telos, 14(2), 223-231. https://www.redalyc.org/pdf/993/99323311005.pdf
Juárez y Revuelta (2020). Una propuesta de solución para el abasto y producción sustentable. En Cera Ochoa, R., (Ed.). Economías globalizadas: producción y consumo responsable, experiencias en América Latina. Editorial Fundación Universitaria San Mateo. https://doi.org/10.7476/9786289558296.
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Liobikiene, G. y Bernatoniene, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. Journal of Cleaner Production, 162(1), 109-120. https://doi.org/doi:10.1016/j.jclepro.2017.05.204.
López, J. (2017). Las empresas y el marketing verde: estudio del caso Toyota. Universidad de Jaén.
Marulanda, F. Á., Montoya, I. A., & Vélez, J. M. (2014). Teorías motivacionales en el estudio del emprendimiento. Revista científica Pensamiento Y Gestión, 36, 204-236. https://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/6711
Mazar, N., & Zhong, C.-B. (2010). Do green products make us better people? Psychological science, 21(4), 494–498. http://www.jstor.org/stable/41062236
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which “intenders” actually buy? JMR, Journal of Marketing Research, 29(4), 391–405. https://doi.org/10.1177/002224379202900401
Mullet, G. M., & Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. JMR, Journal of marketing research, 22(1), 93. https://doi.org/10.2307/3151555
Puelles, M., Llorens, M., y Talledo, H. (2014). El factor de la percepción de control como determinante en la intención de compra de productos ecológicos. Innovar, Revista De Ciencias Administrativas y Sociales, 24(54), 139-152. https://doi.org/10.15446/innovar.v24n54.46655
Ringle C. M., Sarstedt M., Straub D. W. (2012). A critical look at the use of PLS-SEM in MIS Quarterly. MIS Quarterly, 36(1). https://ssrn.com/abstract=2176426
Ringle, C.M., Wende, S. and Becker, J.M. (2015) SmartPLS 3. SmartPLS GmbH, Boenningstedt. http://www.smartpls.com
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Publicado
2024-12-15
Cómo citar
Marín Alcalá, A., Juárez López, B., & Sánchez Alcalde, L. A. (2024). Consumo de productos eco-friendly en la generación Z: Aplicación de la Teoría del Comportamiento Planificado. Revista Venezolana De Gerencia, 29(12), 1237-1252. https://doi.org/10.52080/rvgluz.29.e12.22
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