Evaluación de factores que podrían incidir la intención de compra verde de electrodomésticos en Bogotá: perspectivas desde el marketing verde

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dc.contributor.advisorRojas Berrio, Sandra Patriciaspa
dc.contributor.authorReyes Rueda, Fabián Andrésspa
dc.contributor.researchgroupManagement and Marketing (mym)spa
dc.date.accessioned2020-08-21T03:23:40Zspa
dc.date.available2020-08-21T03:23:40Zspa
dc.date.issued2020-08-18spa
dc.description.abstractThe purpose of this document is to evaluate those factors that may affect the intention to purchase green appliances in the city of Bogotá. To comply with this, a Systematic Review of Literature was first carried out where it was identified that social influence, environmental attitudes and perceived barriers are relevant variables that can facilitate or prevent green purchasing, or purchase considering environmental characteristics of the products. Second, an instrument is developed from others found in the literature (Likert scales evaluating each variable). Then, and thirdly, the cultural adaptation process was carried out, which included translation, expert judgment, pilot testing and cognitive methods being applied to a sample of 333 individuals by means of a non-probabilistic sampling. Finally, the data analysis is carried out using Structural Equation Models by the method of Partial Least Squares which allowed to determine the relationship between the 3 constructs evaluated and the purchase intention. The results indicate that environmental attitudes and social influence are positively related to the purchase intention while the barriers perceived negatively. These results generate opportunities for green marketing because they provide information on the variables that are relevant in the decision-making process of the buyers.spa
dc.description.abstractEl presente documento tiene por objeto evaluar aquellos factores que pueden incidir en la intención de compra verde de electrodomésticos en la ciudad de Bogotá. Para cumplir con ello, primero se llevó a cabo una Revisión Sistemática de Literatura donde se identificó que la influencia social, las actitudes ambientales y las barreras percibidas son variables relevantes que pueden facilitar o impedir la compra verde, o compra teniendo en cuenta las características ambientales de los productos. En segundo lugar, se desarrolla un instrumento a partir de otros encontrados en la literatura (escalas Likert evaluando cada variable). Después, y, en tercer lugar, se hizo el proceso de adaptación cultural que incluyó la traducción, el juicio de expertos, la prueba piloto y los métodos cognitivos siendo aplicado a una muestra de 333 individuos por medio de un muestreo no probabilístico. Finalmente, se realiza el análisis de datos mediante Modelos de Ecuaciones Estructurales por el método de Mínimos Cuadrados Parciales el cual permitió determinar la relación entre los 3 constructos evaluados y la intención de compra. Los resultados indican que las actitudes ambientales y la influencia social se relacionan positivamente con la intención de compra mientras que las barreras percibidas de forma negativa. Estos resultados generan oportunidades para el marketing verde porque suministran información sobre las variables que son relevantes en la toma de decisiones de los compradores.spa
dc.description.additionalLínea de Investigación: Gestión de Mercadosspa
dc.description.degreelevelMaestríaspa
dc.format.extent160spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/78142
dc.language.isospaspa
dc.publisher.branchUniversidad Nacional de Colombia - Sede Bogotáspa
dc.publisher.departmentEscuela de Administración y Contaduría Públicaspa
dc.publisher.programBogotá - Ciencias Económicas - Maestría en Administraciónspa
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dc.rights.licenseAtribución-NoComercial 4.0 Internacionalspa
dc.rights.spaAcceso abiertospa
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/spa
dc.subject.ddc300 - Ciencias socialesspa
dc.subject.ddc650 - Gerencia y servicios auxiliaresspa
dc.subject.ddc330 - Economíaspa
dc.subject.ddc658 - Gerencia generalspa
dc.subject.proposalmarketing verdespa
dc.subject.proposalgreen marketingeng
dc.subject.proposalconsumo sosteniblespa
dc.subject.proposalsustainable consumptioneng
dc.subject.proposalintención de compra verdespa
dc.subject.proposalgreen purchase intentioneng
dc.subject.proposalsocial influenceeng
dc.subject.proposalinfluencia socialspa
dc.subject.proposalperceived barrierseng
dc.subject.proposalbarreras percibidasspa
dc.subject.proposalactitudes hacia el medio ambientespa
dc.subject.proposalenvironmental attitudeseng
dc.subject.proposalelectrodomésticosspa
dc.subject.proposalapplianceseng
dc.titleEvaluación de factores que podrían incidir la intención de compra verde de electrodomésticos en Bogotá: perspectivas desde el marketing verdespa
dc.typeTrabajo de grado - Maestríaspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
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