Factors influencing the buyer of eco-friendly products
DOI:
https://doi.org/10.35319/k7mjnn51Keywords:
Green products, Sustainability, Ecolabel, Purchase intentionAbstract
Currently, consumers show a growing concern for environmental issues, which influences their purchasing decisions. This has driven companies to consider this shift in consumer behavior when making strategic decisions and more effectively meeting their needs, including the creation of eco-friendly products. This research aims to determine the factors that influence consumers’ acquisition of ecofriendly products among young adults belonging to the millennial generation in the city of Cochabamba. This objective was achieved by adopting the model proposed by authors Estrada, Cantú, Torres, and Barajas (2020). The results were obtained through a survey of 374 people, followed by the statistical analysis of the data obtained, which helped to test the hypotheses proposed. Thus, for the analysis of the results, multivariate analysis was applied using the structural equation modeling (SEM) approach, through the Smart PLS program, as well as the IBM SPSS program to process the factorial analysis. These results demonstrated that attitude towards the green brand, ecolabeling, and brand positioning are the main factors influencing the intention to purchase ecofriendly products.
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