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
N1 - Publisher Copyright:
© 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
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 - https://www.scopus.com/pages/publications/85203817408
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 -