Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023

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In the contemporary context of the 21st century, it is imperative to recognize the relevance of green marketing practices as a fundamental tool to attract and engage the consumer generation known as millennials. These individuals are characterized by their high environmental awareness and commitment...

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Detalles Bibliográficos
Autor: Salas-Canales, Hugo Jesús
Formato: artículo
Fecha de Publicación:2024
Institución:Escuela de Posgrado Newman
Repositorio:Revistas - Escuela de Posgrado Newman
Lenguaje:español
OAI Identifier:oai:ojs.pkp.sfu.ca:article/338
Enlace del recurso:https://journals.epnewman.edu.pe/index.php/NBR/article/view/338
Nivel de acceso:acceso abierto
Materia:Green marketing practices
purchase intention
environmental protection
ecological buying behavior
ecological consumer preferences
Prácticas de marketing ecológico
intención de compra
protección ambiental
comportamiento de compra ecológica
preferencias del consumidor ecológico
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spelling Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023Influencia de las prácticas de marketing ecológico en la intención de compra en millennials de Lima Metropolitana (Perú), 2023Salas-Canales, Hugo Jesús Green marketing practicespurchase intentionenvironmental protectionecological buying behaviorecological consumer preferencesPrácticas de marketing ecológicointención de compraprotección ambientalcomportamiento de compra ecológicapreferencias del consumidor ecológicoIn the contemporary context of the 21st century, it is imperative to recognize the relevance of green marketing practices as a fundamental tool to attract and engage the consumer generation known as millennials. These individuals are characterized by their high environmental awareness and commitment to sustainability, increasingly seeking products and services that reflect their ecological values. The main objective of this research was to determine how these practices influence the purchase intention of millennials residing in Lima Metropolitan Area. To address this question, a quantitative approach was employed through a non-experimental cross-sectional correlational-causal research design. The sample consisted of 385 participants born between 1980 and 1995, residing in various districts of Lima Metropolitan Area, who were administered a questionnaire based on the Likert scale. The results confirmed the existence of a causal relationship between green marketing practices and purchase intention, supported by the analysis of the Nagelkerke coefficient, which yielded a value of 0.766 (76.6%).En el contexto contemporáneo del siglo XXI, es imperativo reconocer la relevancia que revisten las prácticas de marketing ecológico como una herramienta fundamental para atraer y comprometer a la generación de consumidores conocida como millennials. Estos individuos se caracterizan por su elevada conciencia ambiental y su compromiso con la sostenibilidad, buscando cada vez más productos y servicios que reflejen sus valores ecológicos. La presente investigación tuvo como objetivo primordial determinar cómo influyen dichas prácticas en la intención de compra de los millennials residentes en Lima Metropolitana. Para abordar esta interrogante, se empleó un enfoque cuantitativo, a través de un diseño de investigación no experimental de tipo transeccional correlacional-causal. La muestra estuvo conformada por 385 participantes nacidos entre 1980 y 1995, residentes en diversos distritos de Lima Metropolitana, a quienes se les administró un cuestionario elaborado con base en la escala de Likert. Los resultados obtenidos permitieron confirmar la existencia de una relación causal entre las prácticas de marketing ecológico y la intención de compra, sustentado en el análisis del coeficiente de Nagelkerke, que arrojó un valor de 0.766 (76.6%).Escuela de Posgrado Newman S.A.C.2024-06-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer reviewed articleArtículo evaluado por paresapplication/pdftext/htmlhttps://journals.epnewman.edu.pe/index.php/NBR/article/view/338Newman Business Review; Vol. 10 No. 1 (2024): January - June; 41 - 67Newman Business Review; Vol. 10 Núm. 1 (2024): Enero - Junio; 41 - 672412-373010.22451/3002.nbr2024.vol10.1reponame:Revistas - Escuela de Posgrado Newmaninstname:Escuela de Posgrado Newmaninstacron:NEWMANspahttps://journals.epnewman.edu.pe/index.php/NBR/article/view/338/642https://journals.epnewman.edu.pe/index.php/NBR/article/view/338/643Derechos de autor 2024 Hugo Jesús Salas-Canaleshttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessoai:ojs.pkp.sfu.ca:article/3382024-09-17T11:51:44Z
dc.title.none.fl_str_mv Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023
Influencia de las prácticas de marketing ecológico en la intención de compra en millennials de Lima Metropolitana (Perú), 2023
title Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023
spellingShingle Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023
Salas-Canales, Hugo Jesús
Green marketing practices
purchase intention
environmental protection
ecological buying behavior
ecological consumer preferences
Prácticas de marketing ecológico
intención de compra
protección ambiental
comportamiento de compra ecológica
preferencias del consumidor ecológico
title_short Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023
title_full Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023
title_fullStr Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023
title_full_unstemmed Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023
title_sort Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023
dc.creator.none.fl_str_mv Salas-Canales, Hugo Jesús
author Salas-Canales, Hugo Jesús
author_facet Salas-Canales, Hugo Jesús
author_role author
dc.subject.none.fl_str_mv Green marketing practices
purchase intention
environmental protection
ecological buying behavior
ecological consumer preferences
Prácticas de marketing ecológico
intención de compra
protección ambiental
comportamiento de compra ecológica
preferencias del consumidor ecológico
topic Green marketing practices
purchase intention
environmental protection
ecological buying behavior
ecological consumer preferences
Prácticas de marketing ecológico
intención de compra
protección ambiental
comportamiento de compra ecológica
preferencias del consumidor ecológico
description In the contemporary context of the 21st century, it is imperative to recognize the relevance of green marketing practices as a fundamental tool to attract and engage the consumer generation known as millennials. These individuals are characterized by their high environmental awareness and commitment to sustainability, increasingly seeking products and services that reflect their ecological values. The main objective of this research was to determine how these practices influence the purchase intention of millennials residing in Lima Metropolitan Area. To address this question, a quantitative approach was employed through a non-experimental cross-sectional correlational-causal research design. The sample consisted of 385 participants born between 1980 and 1995, residing in various districts of Lima Metropolitan Area, who were administered a questionnaire based on the Likert scale. The results confirmed the existence of a causal relationship between green marketing practices and purchase intention, supported by the analysis of the Nagelkerke coefficient, which yielded a value of 0.766 (76.6%).
publishDate 2024
dc.date.none.fl_str_mv 2024-06-18
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer reviewed article
Artículo evaluado por pares
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://journals.epnewman.edu.pe/index.php/NBR/article/view/338
url https://journals.epnewman.edu.pe/index.php/NBR/article/view/338
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://journals.epnewman.edu.pe/index.php/NBR/article/view/338/642
https://journals.epnewman.edu.pe/index.php/NBR/article/view/338/643
dc.rights.none.fl_str_mv Derechos de autor 2024 Hugo Jesús Salas-Canales
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2024 Hugo Jesús Salas-Canales
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/html
dc.publisher.none.fl_str_mv Escuela de Posgrado Newman S.A.C.
publisher.none.fl_str_mv Escuela de Posgrado Newman S.A.C.
dc.source.none.fl_str_mv Newman Business Review; Vol. 10 No. 1 (2024): January - June; 41 - 67
Newman Business Review; Vol. 10 Núm. 1 (2024): Enero - Junio; 41 - 67
2412-3730
10.22451/3002.nbr2024.vol10.1
reponame:Revistas - Escuela de Posgrado Newman
instname:Escuela de Posgrado Newman
instacron:NEWMAN
instname_str Escuela de Posgrado Newman
instacron_str NEWMAN
institution NEWMAN
reponame_str Revistas - Escuela de Posgrado Newman
collection Revistas - Escuela de Posgrado Newman
repository.name.fl_str_mv
repository.mail.fl_str_mv
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Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023
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