El green marketing y la intención de compra en centennials y millennials que realizan compras virtuales
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https://doi.org/10.53732/rccsociales/e8832Palabras clave:
marketing, comercio electrónico, desarrollo sostenible, imagen de marca, preferencias del consumidor, juventudResumen
El presente estudio analiza la incidencia del marketing verde en la intención de compra de los segmentos centennial y millennial que realizan compras en línea en Lima. Se adoptó un enfoque cuantitativo, con un diseño no experimental, transversal y de alcance correlacional-causal, empleando modelos de ecuaciones estructurales mediante mínimos cuadrados parciales (PLS-SEM). La población estuvo conformada por 180 residentes de Lima Metropolitana que adquieren productos verdes a través de plataformas digitales. La recolección de datos se realizó entre mayo y junio de 2025 mediante un cuestionario estructurado en línea de 15 ítems, aplicado a través de Google Forms y medido con una escala tipo Likert de cinco puntos. Los resultados evidencian que todas las relaciones planteadas son estadísticamente significativas (p < 0,05). El valor percibido verde se posiciona como el principal predictor de la intención de compra (β = 0,525), seguido de la conciencia ambiental (β = 0,297) y la innovación ecológica (β = 0,179). En conjunto, los hallazgos confirman que el marketing verde influye significativamente en la conducta de compra sostenible de los consumidores jóvenes digitales, aportando evidencia relevante para el diseño de estrategias empresariales orientadas a la sostenibilidad en mercados emergentes.
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Derechos de autor 2026 Leslie Maribel Cajahuaringa Melendez, Sebastián Jiménez Dulanto, Shelby Hubert Ramos Serrano
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