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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, Responsible consumption trend in Generation Z and millennials: Its impact on SDG 12. A Peruvian case study(Emerald Publishing, 2024-10-09)This study aims to analyze the responsible consumption of Generation Z and millennials in the Latin American market, with special emphasis on the Peruvian case, to identify their differences with consumers born in 1980 and earlier and to evaluate their contribution to Sustainable Development Goal 12. Design/methodology/approach: The study was conducted on a sample of 309 persons living in Lima. After developing and validating an instrument, an online questionnaire was used to collect data. These data were analyzed descriptively and inferentially, using chi-square tests to validate the relationship between variables. Findings: The study identifies and explains the new trend of responsible consumption among Generation Z and millennials in emerging markets, where end consumers interact with and prefer products and services from companies that demonstrate responsible behavior and offer trust. It identifies new consumption variables that go beyond the traditional ones. Research limitations/implications: The study reveals a trend in the responsible consumption of Generation Z and millennials in Peru. However, it is necessary to complement the study in other countries in the region, as well as to study the new generations, such as the alpha generation and their consumption patterns. Practical implications: The new trend of responsible consumption among Generation Z and millennials is forcing companies to implement strategies and develop corporate social responsibility programs. These companies must demonstrate ethical, environmental, socially responsible and sustainable behaviors in their daily operations to satisfy their stakeholders. Originality/value: The study reveals a new trend in Peru, a developing country, where the market – the end consumer – is more informed and therefore demands better corporate performance from companies, including care for the environment and a contribution to society that includes a good relationship with its stakeholders. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Influence of Skepticism on the University Millennials’ Organic Food Product Purchase Intention(Emerald Publishing, 2023-10-10)This study extends the Theory of Planned Behavior (TPB) and analyzes the influence of skepticism (SKP) on the purchase intention (PI) of organic products, through the mediation of subjective norms (SN) and planned behavior control. Design/methodology/approach: This was a quantitative, correlational and cross-sectional study. The study population comprised 446 university Millennials from Ecuador. Results were processed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM). Findings: The study showed that SKP does not directly influence the PI. However, if it does so through the mediating effect of SN and perceived behavior control (PBC). Also, the study found that attitudes (ATTs), SN and PBC influence the PI of organic products in university Millennials. Originality/value: The study used TPB constructs and identified the influence of SKP on the intention to buy organic products in Ecuadorian university Millennials. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Influence of Price and Availability on University Millennials’ Organic Food Product Purchase Intention(Emerald Publishing, 2023-01-16)This study aims to provide one of the first research works that, using the constructs of the theory of planned behaviour (TPB), analysed the levels of purchase intention of organic products. Design/methodology/approach: The study was quantitative with a correlational scope and a cross-sectional design. The study population consisted of 566 university millennials from Ecuador. The results were processed through the exploratory factor analysis (EFA), the confirmatory factor analysis (CFA) and the structural equation modelling (SEM). Findings: The subjective attitudes and norms influence intentions to buy organic products. However, price mediated by perceived behavioural control reduces purchase intentions, while product availability does not. Originality/value: This study is one of the first research works, based on the constructs of the TPB which was carried out to know if the attitudes and subjective norms of Ecuadorian university millennials, are related to their purchase intentions for organic products. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Reflexive, Ambivalent, and Inclusive: Masculinities Among Young University Students in Lima, Peru(SAGE Publications Inc., 2023-12-01)This research contrasts the responses of two generations of young Peruvian university students to the demands of women’s movements and TLGBIQ collectives. It concludes that the millennial generation presents changes as well as persistent continuities. Their relationship with feminism is ambivalent; they accept its legitimacy, but feel threatened by the prospect of dismantling certain certainties. In line with changes observed in global youth culture, young millennials are more inclusive and are willing to accept that being masculine does not imply being heterosexual. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Mediating Effect of the Adoption of Industry 4.0 Technologies on the Relationship Between Job Involvement and Job Performance of Millennials(Multidisciplinary Digital Publishing Institute (MDPI), 2023-07-01)Despite recent interest in Industry 4.0, little is known about the relationship between job involvement and job performance of millennial workers in companies. The present study addresses this knowledge gap by exploring the mediation of the adoption of Industry 4.0 technologies (IND) between job involvement (INV) and job performance (PRF). Data was collected from 241 employees of large Canadian companies. The structural equation model was used to test the mediation effect of IND and the relationship between INV and PRF. Results based on this model (SEM) revealed differences by gender. It was found that in men, INV was positively related to PRF and that in women, INV was positively related to IND, although it was also evident that millennial employees showed egalitarian gender attitudes by strongly perceiving IND positively with PRF. Furthermore, IND fully measured the relationship between INV and PRF in manufacturing firms but not in service firms. Years of work experience was also found to affect the mediation effect of IND between INV and PRF, while it was not significant for education level. This study also highlights demographic criteria such as the age, income, and status of millennial employees. Implications of these findings are discussed, and useful insights are provided on new I4.0 approaches that improve industrial processes. This research contributes to developing the Theory of Planned Behaviour and proposes that managers use current continuous improvement approaches, human-centred and consistent with new I4.0 technologies. - 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