Marketing verde e intención de compra de consumidores peruanos - Un estudio empírico

Lidia Teresa Cano-Bustamante; Samuel César Gerónimo-Varillas; Miguel Humberto Panez-Bendezú; Jorge Alberto Vargas-Merino

doi:10.18687/LACCEI2024.1.1.559

Marketing verde e intención de compra de consumidores peruanos - Un estudio empírico

Translated title of the contribution: Green marketing and purchase intention of Peruvian consumers - An empirical study

Lidia Teresa Cano-Bustamante, Samuel César Gerónimo-Varillas, Miguel Humberto Panez-Bendezú, Jorge Alberto Vargas-Merino

Direction of Research, Innovation and Social Responsibility

Universidad Privada del Norte

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

The purpose of this research is to determine the influence of green marketing on the purchase intention of Peruvians. This study had a quantitative approach, non-experimental design, cross-sectional and causal or explanatory correlational level. We worked with an infinite population, because the number of people residing in the study varies constantly. The technique used was the survey that was used in a sample of 159 people of both sexes, the instrument used was the questionnaire with 38 questions. In general, it was determined that there is a significant influence of the independent variable green marketing on the dependent variable purchase intention with a sig ANOVA = 0.000, and an R2=0.176, which indicates that the regression model has the virtuality to explain the purchase intention in 17.6%, product of green marketing, accepting the research hypothesis.

Translated title of the contribution	Green marketing and purchase intention of Peruvian consumers - An empirical study
Original language	Spanish
Title of host publication	Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology
Subtitle of host publication	Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024
ISBN (Electronic)	9786289520781
DOIs	https://doi.org/10.18687/LACCEI2024.1.1.559
State	Published - 2024
Event	22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024 - Hybrid, San Jose, Costa Rica Duration: 17 Jul 2024 → 19 Jul 2024

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
ISSN (Electronic)	2414-6390

Conference

Conference	22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024
Country/Territory	Costa Rica
City	Hybrid, San Jose
Period	17/07/24 → 19/07/24

Access to Document

10.18687/LACCEI2024.1.1.559

Cite this

Cano-Bustamante, L. T., Gerónimo-Varillas, S. C., Panez-Bendezú, M. H., & Vargas-Merino, J. A. (2024). Marketing verde e intención de compra de consumidores peruanos - Un estudio empírico. In Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). https://doi.org/10.18687/LACCEI2024.1.1.559

Cano-Bustamante, Lidia Teresa ; Gerónimo-Varillas, Samuel César ; Panez-Bendezú, Miguel Humberto et al. / Marketing verde e intención de compra de consumidores peruanos - Un estudio empírico. Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024. 2024. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

@inproceedings{78ceea151a154da2badfd402921c3774,

title = "Marketing verde e intenci{\'o}n de compra de consumidores peruanos - Un estudio emp{\'i}rico",

abstract = "The purpose of this research is to determine the influence of green marketing on the purchase intention of Peruvians. This study had a quantitative approach, non-experimental design, cross-sectional and causal or explanatory correlational level. We worked with an infinite population, because the number of people residing in the study varies constantly. The technique used was the survey that was used in a sample of 159 people of both sexes, the instrument used was the questionnaire with 38 questions. In general, it was determined that there is a significant influence of the independent variable green marketing on the dependent variable purchase intention with a sig ANOVA = 0.000, and an R2=0.176, which indicates that the regression model has the virtuality to explain the purchase intention in 17.6%, product of green marketing, accepting the research hypothesis.",

keywords = "Green marketing, attitudes, behavioral control, moral obligation, purchase intention",

author = "Cano-Bustamante, {Lidia Teresa} and Ger{\'o}nimo-Varillas, {Samuel C{\'e}sar} and Panez-Bendez{\'u}, {Miguel Humberto} and Vargas-Merino, {Jorge Alberto}",

note = "Publisher Copyright: {\textcopyright} 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024 ; Conference date: 17-07-2024 Through 19-07-2024",

year = "2024",

doi = "10.18687/LACCEI2024.1.1.559",

language = "Espa{\~n}ol",

series = "Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology",

booktitle = "Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology",

}

Cano-Bustamante, LT, Gerónimo-Varillas, SC, Panez-Bendezú, MH & Vargas-Merino, JA 2024, Marketing verde e intención de compra de consumidores peruanos - Un estudio empírico. in Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024. Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024, Hybrid, San Jose, Costa Rica, 17/07/24. https://doi.org/10.18687/LACCEI2024.1.1.559

Marketing verde e intención de compra de consumidores peruanos - Un estudio empírico. / Cano-Bustamante, Lidia Teresa; Gerónimo-Varillas, Samuel César; Panez-Bendezú, Miguel Humberto et al.
Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024. 2024. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Marketing verde e intención de compra de consumidores peruanos - Un estudio empírico

AU - Cano-Bustamante, Lidia Teresa

AU - Gerónimo-Varillas, Samuel César

AU - Panez-Bendezú, Miguel Humberto

AU - Vargas-Merino, Jorge Alberto

PY - 2024

Y1 - 2024

N2 - The purpose of this research is to determine the influence of green marketing on the purchase intention of Peruvians. This study had a quantitative approach, non-experimental design, cross-sectional and causal or explanatory correlational level. We worked with an infinite population, because the number of people residing in the study varies constantly. The technique used was the survey that was used in a sample of 159 people of both sexes, the instrument used was the questionnaire with 38 questions. In general, it was determined that there is a significant influence of the independent variable green marketing on the dependent variable purchase intention with a sig ANOVA = 0.000, and an R2=0.176, which indicates that the regression model has the virtuality to explain the purchase intention in 17.6%, product of green marketing, accepting the research hypothesis.

AB - The purpose of this research is to determine the influence of green marketing on the purchase intention of Peruvians. This study had a quantitative approach, non-experimental design, cross-sectional and causal or explanatory correlational level. We worked with an infinite population, because the number of people residing in the study varies constantly. The technique used was the survey that was used in a sample of 159 people of both sexes, the instrument used was the questionnaire with 38 questions. In general, it was determined that there is a significant influence of the independent variable green marketing on the dependent variable purchase intention with a sig ANOVA = 0.000, and an R2=0.176, which indicates that the regression model has the virtuality to explain the purchase intention in 17.6%, product of green marketing, accepting the research hypothesis.

KW - Green marketing

KW - attitudes

KW - behavioral control

KW - moral obligation

KW - purchase intention

UR - http://www.scopus.com/inward/record.url?scp=85203817408&partnerID=8YFLogxK

U2 - 10.18687/LACCEI2024.1.1.559

DO - 10.18687/LACCEI2024.1.1.559

M3 - Contribución a la conferencia

AN - SCOPUS:85203817408

T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology

BT - Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology

T2 - 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024

Y2 - 17 July 2024 through 19 July 2024

ER -

Cano-Bustamante LT, Gerónimo-Varillas SC, Panez-Bendezú MH , Vargas-Merino JA. Marketing verde e intención de compra de consumidores peruanos - Un estudio empírico. In Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024. 2024. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). doi: 10.18687/LACCEI2024.1.1.559

Marketing verde e intención de compra de consumidores peruanos - Un estudio empírico

Abstract

Publication series

Conference

Access to Document

Other files and links

Fingerprint

Cite this