Actitudes proambientales en segmentos de consumidores mexicanos y colombianos

Palabras clave: Actitudes proambientales, tipologías de los consumidores, análisis de conglomerados, México

Resumen

El cambio climático ha influido en la formación de nuevos segmentos del mercado constituidos por consumidores preocupados por el medio ambiente. El objetivo de esta investigación es caracterizar perfiles de consumidores a partir de sus actitudes proambientales. La investigación tiene un enfoque cuantitativo, de carácter exploratorio, recopila información de 775 consumidores mexicanos y colombianos para realizar una secuencia de análisis econométrico; factorial exploratorio y confirmatorio, clúster jerárquico y k-medias. Se identificaron siete segmentos de consumidores denominados como: cafés egoístas, verde intencionado, verde indiferente, verde desinformado, verde activo, verde contradictorio y verde intelectual. Se concluye que existe heterogeneidad entre los consumidores mexicanos y colombianos, que van desde los más accionarios -actitudes proambientales con componentes conductuales- hasta aquellos que exhiben niveles altos en actitudes contra ambientales, asimismo los perfiles de los consumidores diferenciados permitirán desarrollar estrategias para la segmentación de mercado centradas en actitudes favorables al ambiente, lo cual puede ser útil para posicionar y reposicionar productos.

Biografía del autor/a

Isabel Cristina Flores-Rueda

Doctora en Administración. Profesora investigadora en la Coordinación Académica Región Altiplano, Universidad Autónoma de San Luis Potosí, México. Correo isabel.flores@uaslp.mx. ORCID ID: https://orcid.org/0000-0003-1257-2893

Armando Sánchez-Macías

Doctor en Educación. Profesor investigador en la Coordinación Académica Región Altiplano Oeste, Universidad Autónoma de San Luis Potosí, México. Correo armando.sanchez@uaslp.mx. ORCID ID: https://orcid.org/0000-0001-9575-3248 . Autor de correspondencia.

Diana María López-Celis

Magister en Psicología del Consumidor. Catedrática Investigadora de tiempo completo en la Universidad de Bogotá Jorge Tadeo Lozano. Correo diana.lopez@utadeo.edu.co. ORCID ID: https://orcid.org/0000-0002-7949-0625

Mónica Eugenia Peñalosa-Otero

Magíster en Mercadeo Agroindustrial. Profesor Asociado I – Investigador en la Universidad de Bogotá Jorge Tadeo Lozano. Correo monica.penalosa@utadeo.edu.co. ORCID ID: https://orcid.org/0000-0002-2208-9224

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Publicado
2022-06-27
Cómo citar
Flores-Rueda, I. C., Sánchez-Macías, A., López-Celis, D. M., & Peñalosa-Otero, M. E. (2022). Actitudes proambientales en segmentos de consumidores mexicanos y colombianos. Revista Venezolana De Gerencia, 27(99), 1058-1077. https://doi.org/10.52080/rvgluz.27.99.13
Sección
TRIMESTRE