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Language: search.filters.language.EnglishSubject: search.filters.subject.Environmental attitudes

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    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.
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    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.
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    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.
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