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Item type:Publication, Advertising and eco-labels as influencers of eco-consumer attitudes and awareness—Case study of Ecuador(Multidisciplinary Digital Publishing Institute (MDPI), 2024-01-01)This study examined the impact of green advertising and eco-labels on the attitudes and environmental awareness of millennials purchasing eco-friendly products in shopping centers across Ecuador. The research utilized a quantitative, correlational, cross-sectional methodology with 430 millennials participating. A 20-item survey was administered face-to-face at shopping centers in Quito and Guayaquil, Ecuador. The validity of the research model was established through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), employing SPSS 20 and AMOS 24 for statistical evaluations. Findings reveal that green advertising significantly shapes environmental attitudes (β: 0.245) and awareness (β: 0.110), as well as directly influences the purchasing behavior (β: 0.154) towards green products. While eco-labels do not exert a direct effect on purchasing behavior (β: 0.128), they significantly inform attitudes (β: 0.406) and ecological awareness (β: 0.277) of millennials who purchase organic products. This paper is among the pioneering research to delineate the correlation between green advertising elements and the purchasing patterns of green products among millennials in a developing nation. It concludes that marketing strategies centered on green advertising and eco-labels do affect millennials’ attitudes and environmental consciousness, but only advertising has a direct impact on purchasing behaviors, contrary to eco-labels. The research bears social significance as it affirms that millennials are attentive to environmental issues and are actively engaged in promoting sustainability. - 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, The mediating role of attitude and environmental awareness in the influence of green advertising and eco-labels on green purchasing behaviors(Emerald Publishing Limited, 2024-08-16)Purpose This study aims to identify whether green advertising and eco-labels influence the purchasing behaviors of organic products or whether the influence of such behaviors is presented through the mediating effect of the attitude and environmental awareness of millennials. Design/methodology/approach This study used a quantitative, correlational and cross-sectional design. A total of 430 millennials participated in the study. The questionnaire consisted of 20 questions, distributed across five variables. It was applied to people outside shopping centers in the city of Quito and Guayaquil, Ecuador. The results were subjected to statistical tests to determine the internal consistency of the instrument. The convergent and discriminant validity of the research model was verified through confirmatory factor analysis and structural equation modeling. SPSS 20 and AMOS 24 were used for statistical analyses. Findings The study identified that attitude and environmental awareness mediate the relationship between green advertising and green purchasing behaviors, as well as the relationship between eco-labels and green purchasing behaviors. Furthermore, it has been proven that green advertising directly influences the green purchasing behaviors of organic products among millennials, whereas eco-labels do not. Originality/value This study is among the initial investigations to delineate the connection between elements of green marketing and the buying patterns of organic goods among millennials in an emerging economy. The study provides answers to earlier scholarly inquiries that proposed examining the correlation among the constituents of the theorized framework. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Intellectual capital and financial performance in small manufacturing companies: The moderating effect of managerial ambidexterity(Institute of Electrical and Electronics Engineers Inc., 2024-01-01)We verify the moderating effect of managerial ambidexterity on the relationship between intellectual capital and financial performance of small manufacturing companies in Peru. The study used a quantitative, non-experimental, cross-sectional design. The sample consisted of 506 small manufacturing firms. To determine the hypothesised model’s validity and reliability, we performed an exploratory factor analysis using a rotated component matrix to group questions within their corresponding constructs. Next, we assessed convergent and discriminant validity using measures such as Cronbach’s alpha, composite reliability, and average variance extracted. Finally, we tested the model hypotheses using structural equation modelling. SPSS 27 and AMOS 24 were used for all analyses. The study showed that there is a partial moderating effect of managerial ambidexterity on the relationship between intellectual capital and financial performance of small manufacturing firms in Peru. Additionally, statistical analysis showed that managerial ambidexterity moderates the direct relationship between structural capital and relational capital with financial performance, while no moderation effect was observed for human capital. This study provides valuable information for academia and management as it is the first to analyse the relationship between intellectual capital and financial performance, considering the moderating effect of managerial ambidexterity in small manufacturing firms in Peru. This innovative approach makes a significant contribution to scientific knowledge by investigating how managerial ambidexterity affects the financial performance of businesses in emerging economies, an area that has received little prior research. - 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, 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.