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.
Achchuthan, S., Umanakenan, R., & Kajenthiran, K. (2017). Comprehensive model for understanding and enhancing pro-environmental purchase behavior: Towards a conceptual framework. Journal of Business Studies, 4(1), 1–16. https://doi.org/10.4038/jbs.v4i1.9
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
Al-Dubai, O., & Develi, E. I. (2022). Green Marketing and its impact on consumer buying behavior. Journal of International Trade, Logistics and Law, 8(1), 162–170.
Armutcu, B., & Tan, M. F. (2023). A study on intentions of generation z consumers to buy recyclable products. Journal of Sustainable Marketing, 4(2), 190–206. https://doi.org/10.51300/jsm-2023-109
Cabero, J., & Llorente, M. (2013). La aplicación del juicio de experto como técnica de evaluación de las tecnologías de la información y comunicación (TIC). Eduweb, 7(2), 11–22. http://servicio.bc.uc.edu.ve/educacion/eduweb/v7n2/art01.pdf
Chen, L., Matloob, S., Sunlei, Y., Qalati, S. A., Raza, A., & Limón, M. L. S. (2023). A moderated–mediated model for eco-conscious consumer behavior. Sustainability, 15(2), 897. https://doi.org/10.3390/su15020897
Chia, R. C. J., Efendi, M., & Liew, V. K. Sen. (2023). Consumer purchase intention on Boba drinks in Kuching during Covid-19. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2177399
Chillakuri, B., & Mahanandia, R. (2018). Generation Z entering the workforce: the need for sustainable strategies in maximizing their talent. Human Resource Management International Digest, 26(4), 34–38. https://doi.org/10.1108/HRMID-01-2018-0006
Cristancho-Triana, G. J., Cancino-Gómez, Y. A., & Ninco-Hernández, F. A. (2024). Factores que influyen en el comportamiento de consumo sostenible en la generación Z. Retos, 14(27), 51–67. https://doi.org/10.17163/ret.n27.2024.04
Csobanka, Z. E. (2016). The Z Generation. Acta Technologica Dubnicae, 6(2), 63–76. https://doi.org/10.1515/atd-2016-0012
Dabija, D.-C., Bejan, B. M., & Dinu, V. (2019). How sustainability oriented is generation Z in retail? A literature review. Transformations in Business and Economics, 18(2), 140–155. http://www.transformations.knf.vu.lt/47/article/hows
Dash, G., Sharma, C., & Sharma, S. (2023). Sustainable marketing and the role of social media: An experimental study using Natural Language Processing (NLP). Sustainability (Switzerland), 15(6). https://doi.org/10.3390/su15065443
De Medeiros, J. F., Ribeiro, J. L. D., & Cortimiglia, M. N. (2016). Influence of perceived value on purchasing decisions of green products in Brazil. Journal of Cleaner Production, 110, 158–169. https://doi.org/10.1016/j.jclepro.2015.07.100
Derbani, A., Adawiyah, W. R., & Wulandari, S. Z. (2022). Impact of online buying behavioral tendencies of Generation Z on their parents’ consumption behavior: Insight from Indonesia. Innovative Marketing, 18(2), 39–48. https://doi.org/10.21511/im.18(2).2022.04
Dolot, A. (2018). New trends in management The characteristics of Generation Z. E-Mentor, 2(2), 44–50.
Dragolea, L. L., Butnaru, G. I., Kot, S., Zamfir, C. G., Nuţă, A. C., Nuţă, F. M., Cristea, D. S., & Ştefănică, M. (2023). Determining factors in shaping the sustainable behavior of the generation Z consumer. Frontiers in Environmental Science, 11(January), 1–21. https://doi.org/10.3389/fenvs.2023.1096183
Fini, R., Grimaldi, R., Marzocchi, G. L., & Sobrero, M. (2012). The determinants of corporate entrepreneurial intention within small and newly established firms. Entrepreneurship: Theory and Practice, 36(2), 387–414. https://doi.org/10.1111/j.1540-6520.2010.00411.x
Fishbein, M., & Ajzen, I. (2010). Predicting Changing Behavior. The Reasoned Action Approach. Psychology Press.
Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390(July 2022). https://doi.org/10.1016/j.jclepro.2023.136092
Jaciow, M., & Wolny, R. (2021). New technologies in the ecological behavior of generation Z. Procedia Computer Science, 192(2019), 4780–4789. https://doi.org/10.1016/j.procs.2021.09.256
Kucher, A., Heldak, M., Kucher, L., Fedorchenko, O., & Yurchenko, Y. (2019). Consumer willingness to pay a price premium for ecological goods: A case study from Ukraine. Environmental and Socio-Economic Studies, 7(1), 38–49. https://doi.org/10.2478/environ-2019-0004
Lara Félix, J. H., & Mejía Trejo, J. (2021). Mercadotecnia sustentable: Un estudio bibliométrico. Inquietud Empresarial, 21(2), 51–70. https://doi.org/10.19053/01211048.12452
Li, P., & Hassan, S. H. (2023). Mapping the literature on Gen Z purchasing behavior: A bibliometric analysis using VOSviewer. Innovative Marketing, 19(3), 62–73. https://doi.org/10.21511/im.19(3).2023.06
Liobikienė, G., & Bernatonienė, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. Journal of Cleaner Production, 162, 109–120. https://doi.org/10.1016/j.jclepro.2017.05.204
Mancuso, I., Natalicchio, A., Panniello, U., & Roma, P. (2021). Understanding the purchasing behavior of consumers in response to sustainable marketing practices: An empirical analysis in the food domain. Sustainability (Switzerland), 13(11). https://doi.org/10.3390/su13116169
Minton, E. A., Spielmann, N., Kahle, L. R., & Kim, C. H. (2018). The subjective norms of sustainable consumption: A cross-cultural exploration. Journal of Business Research, 82, 400–408. https://doi.org/10.1016/j.jbusres.2016.12.031
Ordoñez, D. Y., Calderón, J. H., & Padilla, L. M. (2021). Revisión de literatura de la teoría del comportamiento planificado en la decisión de compra de productos orgánicos. Revista Nacional de Administración, 12(1), e3178. https://doi.org/10.22458/rna.v12i1.3178
Osuntuyi, B. V., & Lean, H. H. (2023). Environmental degradation, economic growth, and energy consumption: The role of education. Sustainable Development, 31(2), 1166–1177. https://doi.org/10.1002/sd.2480
Park, H. J., & Lin, L. M. (2020). Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products. Journal of Business Research, 117, 623–628. https://doi.org/10.1016/j.jbusres.2018.08.025
Parsa, H. G., Lord, K. R., Putrevu, S., & Kreeger, J. (2015). Corporate social and environmental responsibility in services: Will consumers pay for it? Journal of Retailing and Consumer Services, 22, 250–260. https://doi.org/10.1016/j.jretconser.2014.08.006
Pawaskar, U. S., Raut, R. D., & Gardas, B. B. (2018). Assessment of consumer behavior towards environmental responsibility: A Structural Equations Modeling Approach. Business Strategy and the Environment, 27(4), 560–571. https://doi.org/10.1002/bse.2020
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058
Rashid, M. S., & Byun, S. E. (2018). Are consumers willing to go the extra mile for fair trade products made in a developing country? A comparison with made in USA products at different prices. Journal of Retailing and Consumer Services, 41(2018), 201–210. https://doi.org/10.1016/j.jretconser.2017.12.011
Severino-González, P., Sarmiento-Peralta, G., Villar-Olaeta, J., & Ramírez-Molina, R. I. (2022). Consumo sustentable socialmente responsable: El caso de estudiantes universitarios de una ciudad de Perú. Formacion Universitaria, 15(1), 219–230. https://doi.org/10.4067/S0718-50062022000100219
Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 30(1), 694–704. https://doi.org/10.1002/bse.2648
Temizkan, V. (2022). Investigating the effect of consumers environmental values on green buying behavior. Business and Economics Research Journal, 13(3), 505–521. https://doi.org/10.20409/berj.2022.386
Tewari, A., Mathur, S., Srivastava, S., & Gangwar, D. (2022). Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach. Journal of Retailing and Consumer Services, 66(June 2021), 102938. https://doi.org/10.1016/j.jretconser.2022.102938
Uysal, D. (2022). Gen-Z’s consumption behaviours in post-pandemic tourism sector. Journal of Tourism Leisure and Hospitality, 4(1), 67–79. https://doi.org/10.48119/toleho.1099783
Vafaei, S. A., Azmoon, I., & Fekete-Farkas, M. (2019). The impact of perceived sustainable marketing policies on green customer satisfaction. Polish Journal of Management Studies, 19(1), 475–491. https://doi.org/10.17512/pjms.2019.19.1.36
Wakeman, S. W., Tsalis, G., Jensen, B. B., & Aschemann-Witzel, J. (2022). Seeing the issue differently (Or Not At All): How bounded ethicality complicates coordination towards sustainability goals. Journal of Business Ethics, 178(2), 325–338. https://doi.org/10.1007/s10551-021-04823-2
Wang, C., Ghadimi, P., Lim, M. K., & Tseng, M. L. (2019). A literature review of sustainable consumption and production: A comparative analysis in developed and developing economies. Journal of Cleaner Production, 206(01), 741–754. https://doi.org/10.1016/j.jclepro.2018.09.172
Wang, J., Shen, M., & Chu, M. (2021). Why is green consumption easier said than done? Exploring the green consumption attitude-intention gap in China with behavioral reasoning theory. Cleaner and Responsible Consumption, 2, 100015. https://doi.org/10.1016/j.clrc.2021.100015
Yener, G., Secer, A., & Ghazalian, P. L. (2023). What Factors influence consumers to buy green products? An analysis through the Motivation–Opportunity–Ability framework and consumer awareness. Sustainability (Switzerland), 15(18). https://doi.org/10.3390/su151813872
Yuen, K. F., Thai, V. V., & Wong, Y. D. (2016). Are customers willing to pay for corporate social responsibility? A study of individual-specific mediators. Total Quality Management and Business Excellence, 27(7–8), 912–926. https://doi.org/10.1080/14783363.2016.1187992
Zhang, Q., Zhao, Q., Zhao, X., & Tang, L. (2019). On the introduction of green product to a market with environmentally conscious consumers. Computers and Industrial Engineering, 139, 106190. https://doi.org/10.1016/j.cie.2019.106190
Zheng, G. W., Siddik, A. B., Masukujjaman, M., Alam, S. S., & Akter, A. (2021). Perceived environmental responsibilities and green buying behavior: The mediating effect of attitude. Sustainability (Switzerland), 13(1), 1–27. https://doi.org/10.3390/su13010035

Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
Derechos de autor 2025 Sebastián Araya-Pizarro