Incidencia del Marketing Ecológico de Productos Alimenticios en la Compra del Consumidor Millennial de Guayaquil
Year: 2020
Type: article
Study design: Observational Study
Abstract: The main objective of this study is to support whether the ecological marketing strategies used in mass consumption food products affect the purchasing behavior of the millennial consumer in the city of Guayaquil. The research that was carried out involves the analysis of both qualitative and quantitative variables: It has a descriptive approach within which a focus group and interviews with experts in the marketing area were used as tools. Likewise, the article presents a correlational approach in which a survey of 396 millennials in the city of Guayaquil, whose age range was between 24 and 38 years, was used as a technique. As a result, it is observed that the ecological marketing strategies that are mostly used in food products are linked to the reduction of materials used in the packaging, advice on product recycling and reduction of toxic components in its manufacture. Finally, it was possible to conclude that there is an average positive correlation between ecological marketing and the purchase behavior of the millennial consumer of the city of Guayaquil.
Institution: Politecnica Salesiana University
Language: Spanish
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3043667236