Variables asociadas a la intención de compra de yogur con etiqueta ecológica: un estudio descriptivo

Palabras clave: etiqueta ecológica, medio ambiente, consumo consciente, marketing verde, intención de compra

Resumen

El objetivo de este estudio fue analizar la asociación de la intención de compra para el producto yogur con etiqueta ecológica y variables como emociones y sentimientos, mensaje ambiental en el empaque, conciencia y conocimiento del comprador, frente a la asociación ambiental en la compra, el involucramiento y los beneficios del producto en relación con la intención de compra. El enfoque de la investigación fue tipo cuantitativo con un alcance descriptivo. Para ello se recolectaron 554 casos aplicados a consumidores que compran un yogur en Bogotá-Colombia por medio de una encuesta estructurada de forma PAPI (Paper and Pencil Interview o entrevista asistida con cuestionario en papel). El principal hallazgo de la presente investigación es que la etiqueta ecológica no tiene una relación significativa con la intención de compra del producto yogurt, demostrando estadísticamente que la etiqueta ecológica no influencia la intención de compra del consumidor. El estudio demuestra que las empresas deben focalizarse en generar más educación y campañas comunicativas para crear conciencia, conocimiento e involucramiento en la compra y beneficios del producto para que la etiqueta ecológica realmente funcione como un atributo que incremente la intención de compra.

Biografía del autor/a

Daniel Antonio Herrera-González, Universidad EAN

Doctor en Administración Estratégica de Empresas,
Universidad EAN,
Bogotá - Colombia, daherrera@universidadean.edu.co

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Cómo citar
Herrera-González, D. A. (2022). Variables asociadas a la intención de compra de yogur con etiqueta ecológica: un estudio descriptivo. Revista CEA, 8(17), e1808. https://doi.org/10.22430/24223182.1808

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2022-06-07
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