Versiones
- 2025-10-01 (2)
- 2025-10-01 (1)
Palabras clave
producto ecológico
consumo sustentable
comportamiento del consumidor
Teoría del Comportamiento Planificado
Cómo citar
Resumen
Se sostiene que la creciente conciencia ambiental global está transformando las decisiones de consumo, especialmente entre los consumidores jóvenes. Este estudio analiza los factores psicosociales que afectan la intención de compra de productos ecológicos en la generación post-milenio, basándose en la Teoría del Comportamiento Planificado (TCP). Los datos se recolectaron mediante una encuesta aplicada a 437 participantes, y se analizaron con pruebas no paramétricas y un modelo multivariado (SEM-CFA). Se encontró una intención favorable hacia los productos ecológicos, pero con una disposición limitada a pagar un sobreprecio. Se hallaron diferencias en la propensión de compra según el género, ingreso y nivel educativo. Además, se confirmó el impacto directo de las variables de la TCP en la intención de compra. Se concluye que mejorar la actitud hacia los productos ecológicos puede aumentar la intención de compra y la disposición a pagar un sobreprecio, favoreciendo así una mayor adopción del consumo sostenible.
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Derechos de autor 2025 Sebastián Araya-Pizarro