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Item type:Publication, Factors influencing green purchasing inconsistency of Ecuadorian millennials(Emerald, 2021-08-23)This study aimed to identify whether attitudes and subjective norms influence green purchase intentions of university millennials, based on the Theory of Planned Behavior. It also analyzed whether purchase intentions resulted in actual purchases and the factors that influenced green purchasing inconsistencies. Design/methodology/approach This was a cross-sectional quantitative study with 710 millennial participants, who were university students of the four most populated cities of Ecuador; however, only 126 (18%) participants were found to frequently consume organic products during the last months. The results were tested by the Cronbach's alpha coefficient to determine the instrument's internal consistency. Subsequently, an exploratory factor analysis was developed to verify if the questions were grouped into their corresponding constructs. Finally, the proposed research model's validity was verified through a confirmatory factor analysis and structural equation modeling. SPSS 20 and AMOS 24 were used for the abovementioned statistical analyses. Findings Attitudes and subjective norms influence green purchase intentions. Although university millennials have high purchase intentions, the majority (82%) did not result in actual purchases. It was determined that consumption habit is the main factor influencing green purchasing inconsistencies. Originality/value This is the first study to measure green purchasing inconsistencies in developing countries in South America (Ecuador), exposing that purchase intention is not the best predictor of actual purchases in developing economies. It also provides answers to previous studies that suggested determining levels of inconsistency and attitude-behavior gaps. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Influential factors in the consumption of organic products: The case of Ecuadorian and Peruvian millennials(2024-06-28)This paper identifies the intrinsic and extrinsic fac-tors that influence consumers to purchase organic products, and also determines the barriers that sometimes prevent university student millennials from purchasing this type of product. The research had a qualitative approach and the information was collected through semi-structured interviews, thir-ty-two university student millennials from Ecua-dor and Peru participated in the study and the data was coded using the Grounded Theory. The find-ings determined that intrinsic factors (environmen-tal knowledge, environmental awareness, habits, health and values) and extrinsic factors (family influ-ence, social influence, fear of COVID-19 infection), are the main factors that motivate the consumption of organic products. The study also determined that factors such as availability, price, and skepticism are occasional barriers to the purchase of this type of product. Regarding the originality value, the main contributions of this study are to be one of the first studies in Ecuador and Peru using the Grounded Theory to determine the conceptualisation that millennials have about organic products, as well as learning the influential factors and the existing barriers in the purchase behaviour of organic products in Ecuador and Peru. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Unveiling millennials’ perceptions of organic products: A grounded theory analysis in Ecuador and Peru(Multidisciplinary Digital Publishing Institute (MDPI), 2024-06-01)In today’s society, the consumption of organic products presents both significant benefits and potential barriers, as evidenced by the intrinsic and extrinsic factors shaping consumer behavior among university-aged millennials. This study explores the motivators influencing consumer behavior toward organic product purchases and identifies barriers that may inhibit university-aged millennials from engaging in such consumption practices. Utilizing a qualitative research approach, data were gathered through semi-structured interviews with thirty-eight university students in Ecuador and Peru. The analysis employed Grounded Theory methods. The findings of this research indicate that intrinsic factors, including environmental awareness, eco-consciousness, habitual tendencies, health considerations, and personal values, in conjunction with extrinsic factors, such as familial and social influences and concerns regarding the COVID-19 pandemic, are significant drivers of the adoption of organic goods. Conversely, challenges related to product availability, cost implications, and prevalent skepticism occasionally hinder the acquisition of these products. An innovative aspect of this study lies in its pioneering use of Grounded Theory in Ecuador and Peru. It sheds light on millennials’ perceptions of organic products and elucidates the factors influencing their purchasing decisions in the organic market. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Impact of consumption values on environmental attitudes and organic purchase intentions among Peruvian millennials(Emerald Publishing Limited, 2025-09-05)This study aimed to determine whether the dimensions of the theory of consumption values (TCV), analyzed collectively or individually, influence the attitudes of millennials who intend to purchase organic products. Design/methodology/approach The research was quantitative, with a correlational scope and a cross-sectional design, conducted on 509 Peruvian millennials. A questionnaire consisting of 23 questions was administered, with responses quantified using a five-point Likert scale. The results were processed through exploratory factor analysis, confirmatory factor analysis and structural equation modeling using the Statistical Package for Social Sciences (SPSS) 24 and AMOS 24. Findings The study highlights that environmental attitudes (EAs) are a direct determinant of the purchase intentions for organic products. However, these attitudes are not equally shaped by all the dimensions of the TCV. It demonstrates that functional and social values contribute to the formation of EAs in Peruvian millennials, while emotional, conditional and epistemic values do not. These findings contribute to the body of knowledge by revealing that values most influence the decision-making process of organic product consumers and provide valuable information to improve decision-making for companies that produce and market these products. Originality/value The study confirmed that consumption values, considered as a second-order variable or as a single construct, do not influence the attitudes of millennials who intend to purchase organic products. This finding underscores the importance of measuring these dimensions independently.1