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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, 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Impacto Político-Económico y Logístico de los Conflictos Armados en la Construcción del Ecuador(2026-04-08)El presente libro surge motivado por la realidad y el contexto actual de Ecuador. En él hemos trabajado en una recopilación que abarca la experiencia histórica de los conflictos armados en el país hasta las situaciones de conflicto interno contemporáneas. Invitamos a los lectores a realizar una lectura crítica y reflexiva, considerando que lo presentado combina resultados de investigaciones científicas con nuestras reflexiones y opiniones personales. Agradecemos a todos los lectores y esperamos que este libro sea de su interés y aporte a su comprensión del tema.1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Exploring the Moderating Effect of Price on the Relationship between Intention and Use of Voice Assistants(Institute of Electrical and Electronics Engineers Inc., 2025-01-01)This study aimed to identify the moderating effect of price on the relationship between usage intention and the actual use of voice assistants. A quantitative approach was adopted, with a correlational scope and non-experimental, cross-sectional design. The sample consisted of 329 participants from Generations X, Y, and Z residing in various cities across Ecuador, selected through non-probability convenience sampling. Data were collected using a self-administered questionnaire comprising 26 items, measured on a five-point Likert scale. The questions were adapted from previously validated studies in the field of technology acceptance. Reliability tests, confirmatory factor analysis, and structural equation modeling were conducted using SmartPLS 4 software. The results showed that performance expectancy, effort expectancy, social influence, and facilitating conditions significantly influenced usage intention, which in turn had a direct impact on the actual use of voice assistants. Moreover, price positively moderates this relationship. Together, these findings offer an expanded theoretical model that addresses the previous gaps in the literature, providing a more comprehensive view of consumer behavior toward AI-based technologies.1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Direct and indirect effect of last mile logistics performance on user intention of crowdsourced delivery services(Elsevier BV, 2025-05-01)The objective of this study was to identify whether Last Mile Logistics Performance directly influences the Intention to Use Crowdsourcing Platforms or whether it does so through mediating variables such as Performance Expectation and Perceived Trust. The study was quantitative, with a correlational scope and a cross-sectional design, and through probabilistic sampling, it was applied to a sample of 721 Ecuadorian consumers who had recently used crowdsourcing platforms. The data collection instrument was a questionnaire based on previous studies and validated through a panel of experts in Research and Logistics Management. To test the hypothesized model, convergent and discriminant validity tests were performed, as well as structural equation modeling. The results showed that Last Mile Logistics Performance does not directly influence the Intention to Use these platforms. However, it has a significant impact on Performance Expectation and Perceived Trust, which in turn influence consumers' Intention to Use. This finding highlights the importance of logistics quality as a key antecedent in creating expectations and trust in platforms. The results provide relevant information for business decision-making in the field of logistics and the use of crowdsourcing platforms, emphasizing the need to strengthen user trust and manage their expectations to improve the adoption of these services.3