La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá

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dc.contributor.advisorSanchez Torres, Javier Alirio
dc.contributor.advisorMontoya Restrepo, Luz Alexandra
dc.contributor.authorSuarez Gutiérrez, Sergio Andrés
dc.contributor.researchgroupManagement and Marketing (m&m)spa
dc.coverage.cityBogotá, Colombia
dc.coverage.communityColombiaspa
dc.date.accessioned2024-01-23T15:12:54Z
dc.date.available2024-01-23T15:12:54Z
dc.date.issued2023
dc.descriptionilustraciones, diagramas, figuras, fotografíasspa
dc.description.abstractLa nueva era ambiental ha hecho que los consumidores opten por alternativas amigables con el medio ambiente, haciendo que paguen más por productos ecológicos; las empresas responden a estas nuevas necesidades utilizando estrategias comerciales engañosas (greenwashing). El objetivo de este estudio es explorar sí el greenwashing influye en el green brand equity mediado por el green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá, utilizando las teorías de riesgo percibido, lealtad del consumidor, legitimidad y señalización. Se realizo una revisión de literatura para identificar cuáles son los mediadores y moderadores en la relación (GW) y (GBE); luego se realizó un estudio cuantitativo donde se aplicó una encuesta aleatoria a personas que viven en la ciudad de Bogotá y que utilizan champú, con una muestra de 394 y se utilizó el modelado de ecuaciones estructurales de mínimos cuadrados parciales para analizar los datos. Los hallazgos muestran que GW no está relacionado significativamente con GBE; el GW tiene una relación negativa con GL y una relación positiva con GPR; GL desempeña un papel mediador en esta relación excepto GBI, GS, GPR y GT; GBI, GS, GL, y GT se asocian significativamente como impulsores de GBE y GC no tiene efecto moderador en la relación GW-GBE. Esto quiere decir que GW si afecta a GBE a través de GL; este estudio es pionero en combinar las teorías de legitimidad, riesgo percibido, señalización y lealtad en un mismo modelo. (Texto tomado de la fuente)spa
dc.description.abstractThe new environmental era has made consumers opt for environmentally friendly alternatives, causing them to pay more for green products; companies respond to these new needs by using deceptive commercial strategies (greenwashing). The objective of this study is to explore whether greenwashing influences green brand equity mediated by green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust in the purchase of green brand shampoo in Bogotá, using the theories of perceived risk, consumer loyalty, legitimacy and signaling. A literature review was conducted to identify which are the mediators and moderators in the relationship (GW) and (GBE); then a quantitative study was conducted where a random survey was applied to people living in the city of Bogota who use shampoo, with a sample of 394, and partial least squares structural equation modeling was used to analyze the data. The findings show that GW is not significantly related to GBE; GW has a negative relationship with GL and a positive relationship with GPR; GL plays a mediating role in this relationship except GBI, GS, GPR, and GT; GBI, GS, GL, and GT are significantly associated as drivers of GBE; and GC has no moderating effect on the GW-GBE relationship. This means that GW does affect GBE through GL; this study is pioneering in combining the theories of legitim.eng
dc.description.degreelevelMaestríaspa
dc.description.degreenameMagíster en Administraciónspa
dc.description.researchareaGestión funcional (Mercadeo)spa
dc.format.extent110 páginasspa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameUniversidad Nacional de Colombiaspa
dc.identifier.reponameRepositorio Institucional Universidad Nacional de Colombiaspa
dc.identifier.repourlhttps://repositorio.unal.edu.co/spa
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/85407
dc.language.isospaspa
dc.publisherUniversidad Nacional de Colombiaspa
dc.publisher.branchUniversidad Nacional de Colombia - Sede Bogotáspa
dc.publisher.facultyFacultad de Ciencias Económicasspa
dc.publisher.placeBogotá, Colombiaspa
dc.publisher.programBogotá - Ciencias Económicas - Maestría en Administraciónspa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.licenseReconocimiento 4.0 Internacionalspa
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/spa
dc.subject.ddc650 - Gerencia y servicios auxiliares::658 - Gerencia generalspa
dc.subject.lccPublicidad ilícitaspa
dc.subject.lccDeceptive advertisingeng
dc.subject.lccConsumo -- Aspectos moralesspa
dc.subject.lccConsumption (Economics)-Moral and ethical aspectseng
dc.subject.lccMarketing ecológicospa
dc.subject.lccGreen marketingeng
dc.subject.lccProductos ecológicosspa
dc.subject.lccGreen productseng
dc.subject.lembAdministración de empresasspa
dc.subject.lembBusiness Enterprises - Managementeng
dc.subject.proposalConsumidorspa
dc.subject.proposalCosméticosspa
dc.subject.proposalGreenwashingeng
dc.subject.proposalBrand equityeng
dc.subject.proposalMedio ambientespa
dc.subject.proposalEnvironmenteng
dc.subject.proposalConsumereng
dc.subject.proposalCosmeticseng
dc.subject.wikidataEcoimposturaspa
dc.subject.wikidataChampúspa
dc.subject.wikidataShampooeng
dc.titleLa relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotáspa
dc.title.translatedThe relationship of greenwashing and green brand equity mediated by green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust in the purchase of green brand shampoo in Bogotáeng
dc.typeTrabajo de grado - Maestríaspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.contentTextspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.redcolhttp://purl.org/redcol/resource_type/TMspa
dc.type.versioninfo:eu-repo/semantics/acceptedVersionspa
dcterms.audience.professionaldevelopmentAdministradoresspa
dcterms.audience.professionaldevelopmentEstudiantesspa
dcterms.audience.professionaldevelopmentInvestigadoresspa
dcterms.audience.professionaldevelopmentMedios de comunicaciónspa
dcterms.audience.professionaldevelopmentPúblico generalspa
oaire.accessrightshttp://purl.org/coar/access_right/c_abf2spa

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