Intención de compra eco-amigable en Colombia. Análisis empírico desde la teoría del comportamiento planificado
Resumen
htpps://doi.org/10.53766/RGV/2024.64.2.11
El objetivo de este artículo fue construir un modelo sostenible desde un estudio empírico donde se analizan las relaciones de las dimensiones de la teoría del comportamiento planificado (TCP) y la intención de compra eco-amigable (ICEA) en Colombia durante el COVID-19. Se encuestaron 322 consumidores colombianos y se aplicó la técnica del modelo de ecuaciones estructurales mediante el software SPSS-25 y el AMOS-24. Los resultados mostraron que la variable intención de compra eco amigable (ICEA) es influenciada por 2 variables de la teoría del comportamiento planificado, siendo el control conductual percibido (CCP) la que más aporta, seguida de actitud (ACT) y por último norma subjetiva (NS). Es decir, la variable que más poder predictivo tuvo sobre la ICEA es el CCP. Se concluye que la intención de compra de productos eco-amigables tiene que ver con la percepción del cuidado hacia el medio ambiente mediante una compra responsable y sostenible.
Recibido: agosto, 2022 / Aceptado: febrero, 2023
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