GREEN MARKETING EN UNA ECONOMÍA EMERGENTE: EXPLORANDO LAS ACTITUDES DE LOS CONSUMIDORES MEXICANOS
Resumen
El propósito de esta investigación es mejorar la comprensión de los factores que influyen o inhiben el consumo ecológico en una economía emergente. La encuesta en línea y el grupo focal se utilizaron para estudiar a 297 mexicanos con diferentes ingresos de dos barrios de la Ciudad de México. Luego, la prueba Chi-Square se ha utilizado para relacionar variables demográficas con los segmentos de consumidores. Los resultados destacan los siguientes temas dominantes relacionados con la vacilación en la adopción de comportamientos ecológicos: precio y calidad percibida, confianza y credibilidad, y estilo de vida. En general, los hábitos y tradiciones profundamente arraigados parecen resistir los comportamientos ecológicos. Los elementos que llevan a los consumidores de actitudes e intenciones positivas a la adopción real de comportamientos ecológicos son una combinación de beneficios personales percibidos, disminución del riesgo percibido y la incertidumbre, y una sensación de control sobre los costos. Para construir una responsabilidad ecológica, parece imperativo calibrar el conocimiento del consumidor y ofrecer alternativas asequibles a precios más bajos para los segmentos del mercado de bajos ingresos, que constituyen la gran mayoría de la población en las economías emergentes.
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