Exploración de los componentes del marketing ecológico y su impacto en el comportamiento del consumidor ecológico
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.11980Palabras clave:
Marketing ecológico, comportamiento del consumidor, envases ecológicos, responsabilidad social corporativa, desarrollo sostenible, innovaciones en productos ecológicos, prácticas de reducción de residuosResumen
Este estudio explora la relación dinámica entre las estrategias de marketing ecológico y las decisiones de compra de los consumidores, profundizando en los elementos críticos que configuran las actitudes de los consumidores hacia los productos ecológicos. Este estudio se centra en componentes clave como los envases ecológicos, las prácticas de reducción de residuos, las innovaciones en productos ecológicos, la transparencia del ciclo de vida de los productos y la responsabilidad social corporativa, investigando cómo estos factores influyen en el comportamiento, la lealtad y las intenciones de compra de los consumidores. Este estudio concluye que las estrategias de marketing ecológico influyen significativamente en las decisiones de compra de los consumidores, siendo los envases ecológicos y la responsabilidad social corporativa los factores más persuasivos. Las prácticas de reducción de residuos y la transparencia del ciclo de vida de los productos tienen un impacto positivo en la lealtad de los consumidores. Sin embargo, el precio y la calidad del producto suelen moderar la influencia directa del marketing ecológico en el comportamiento de compra. Los productos ecológicos ofrecen a los clientes una forma de demostrar que son socialmente conscientes y responsables, y la presión social y las normas sociales refuerzan esta relación. Los clientes se sienten más conectados y suelen ser más fieles cuando están satisfechos con los productos ecológicos en términos de calidad, seguridad o innovación. Por lo tanto, al vincular la responsabilidad medioambiental con las acciones de los consumidores, el marketing ecológico genera un importante compromiso por parte de los clientes.
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