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Author: search.filters.author.Nelson Carrión-BósquezSubject: search.filters.subject.Structural equation modeling

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    The influence of consumption values on the environmental attitudes and organic purchase intentions of millennials: A quantitative study using structural equation modeling in Peru
    (2024-02-09)
    The present research aimed to identify if consumption values influence the attitudes of Millennials who intend to purchase organic products. The research was quantitative, with a correlational scope and a cross-sectional design, and it was conducted on 509 Peruvian millennials. A questionnaire consisting of 23 questions was administered, and responses were quantified using a five-point Likert scale. The results were processed through an Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) conducted using Statistical Package for Social Sciences 24 and AMOS 24. The study identified that environmental attitudes of Millennials do influence their intentions to purchase organic products, and the antecedents of these attitudes are functional and social values, whereas emotional, conditional, and epistemic values do not. The study confirmed that consumption values, either as a second-order variable or as a single construct, do not influence the attitudes of Millennials who intend to purchase organic products, thus confirming that these dimensions should be measured independently.
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    Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness: Case Study of Ecuador
    (2023-12-20)
    The present study identified the influence of green advertising and eco-labels on the attitude and environmental awareness of millennials who purchase ecological products in shopping centers in Ecuador. The research was quantitative, correlational and with a cross-sectional design. A total of 430 millennials participated in the study. A 20-question survey was applied in person outside the shopping centers of Quito and Guayaquil - Ecuador. The convergent and discriminant validity of the research model was verified using Confirmatory Factor Analysis (CFA) and Structural Equation Models (SEM). SPSS 20 and AMOS 24 programs were used for statistical analysis. The results show that green advertising influences environmental attitudes (β: 0,245) and awareness (β: 0,110) and specifically influences purchasing behaviour (β: 0,154) for green products. Although eco-labels do not directly influence purchasing behaviour (β: 0,128), they influence the attitudes (β: 0,406) and ecological awareness (β: 0,277) of millennials who buy organic products. This article is one of the first studies to identify the relationship between green advertising elements and green product purchasing behaviors among millennials in a developing country, concluding that marketing strategies based on green advertising and eco-labels have an impact on the attitude and environmental awareness of millennials, but only advertising directly affects purchasing behaviour while eco-labels do not. This research has social implications since it corroborates that millennials are concerned about environmental problems and are willing to contribute to sustainability.