Ciudadanía ambiental y productos amigables con el ambiente: Estudio de la disposición a comprar
Resumen
Aunque el consumo de productos ecológicos se encuentra en crecimiento tanto en países desarrollados como emergentes, persiste un debate sobre las motivaciones de compra, el compromiso cívico ambiental y la disposición de los consumidores a adquirir este tipo de productos. Por ello, esta investigación analizó el efecto de la actitud hacia el ambiente y la credibilidad hacia las marcas pro-ambientales sobre la ciudadanía ambiental y la influencia de éstos sobre la disposición a comprar productos ambientalmente amigables. La metodología consistió en una investigación cuantitativa, explicativa y transversal, aplicándose una encuesta personal a una muestra de 380 estudiantes universitarios en México. Los resultados comprobaron un efecto directo de la credibilidad hacia las marcas pro-ambientales sobre la ciudadanía ambiental y de ésta hacia la disposición a comprar productos ambientalmente amigables. Asimismo, se encontró un efecto indirecto entre la credibilidad y la disposición de compra, a través de la ciudadanía ambiental. Sin embargo, la actitud no tuvo ningún efecto sobre la ciudadanía ambiental, ni la disposición de compra. Se concluye que al desarrollar una estrategia comercial para influir en la disposición de compra de productos ecológicos es recomendable invertir especialmente en la credibilidad de la marca, reforzando experiencia y confiabilidad.Citas
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