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Item type:Publication, Perceived value as a mediating variable in the theory of planned behavior: Application to the intention of completing a Master of Business Administration(EconJournals, 2020-07-10)The objective of this research is to evaluate the intention to carry out an MBA in the Ecuadorian context through the model proposed by Azjen (1991); including the perceived value; as a mediating variable among the constructs (attitude, subjective norms and perceived behavioral control) and intention. The research was framed in a quantitative perspective, with a cross section. The estimation of the model was made, through the multivariate statistical technique of structural equations, in order to evaluate the relationships between constructs. The analyzed population were undergraduate students from all the Universities of Ecuador, of which a sample of 756 students was surveyed. It was evident that all the hypothetical relationships established in the proposed model are significant with respect to the intention to carry out an MBA. The perceived value for completing an MBA influences the intention to complete an MBA by 0.894. Likewise, the perceived value was evaluated as a mediating variable, concluding in accordance with what was proposed by Ato and Vallejo (2011), which meets the different processes for verification. Finally, the correlations between attitude, subjective norms and control perception were reported to be significant. In addition, the R2 of the dependent variables was determined, hence, the intention to carry out an MBA reported 79.9%; Similarly, the perceived value was determined, obtaining 65.5%.Keywords: Theory of Planned Behavior (TCP); Perceived value; MBA graduate studies; Structural equations.JEL Classifications: M14, M20, M30DOI: 10.32479/irmm.9866 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Intention of Indebtedness with a Credit Card, an Application of the Theory of Planned Behaviour(Mediterranean Center of Social and Educational Research, 2020-03-10)The goal of this research is to study the factors that determine the intention of unsecured personal debt with credit cards using the Ajzen Planned Behavior Theory model (1991). Using the data of 450 Ecuadorian professionals and a model of structural equations estimated by partial least squares, the attitudes, subjective norms and perceived control that guide people towards the intention of this debt were identified. The importance of this study is its contribution to understanding the factors that determine the intention of personal indebtedness in emerging economies, expanding the study population to the professional sector. The transversal study has a quantitative design and its purpose is explanatory correlative. The hypothesis evidence and the results show that the Ajzen Planned Behavior Theory model (1991) is a predictive model of the intention to borrow by credit card in Ecuadorian professionals. The proposed model contributes with new individual and contextual factors that demonstrate the particular importance of knowledge of credit cards (CONTC), lifestyle (ESTV) and past behaviour (CPAS) in predicting the intention of debt (INTEND). Furthermore, due to the cultural characteristics of each region of Ecuador, the results are compared between the cities: Guayaquil (Costa) and Quito (Sierra). - Some of the metrics are blocked by yourconsent settings
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, Lifestyle and purchase intention: the moderating role of education in bicultural consumers(Taylor & Francis, 2021-12-27)This research is the first to analyze the relationship between lifestyles and purchase intentions in first-generation bicultural consumers residing in Canada. It applies the Activities, Interests, and Opinions (AIO) model and the Theory of Planned Behavior (TPB) and includes education level as a moderating variable to find differences in consumption between the country of origin and the host country. A total of 194 personal surveys were administered. The data were analyzed using structural equation modeling and one-way analysis of variance (ANOVA), suggesting that subjective norm predicts purchase intention, being positively related to Health and Optimism and Household Oriented and Industrious, and negatively related to Self-reliance and Leadership. A negative impact was found between the education level and the subjective norm, which was significant concerning the host country. The study also revealed that the subjective norm is positively related to Health and Optimism and negatively related to Self-reliance and Leadership, improving the model’s predictive accuracy when the educational level is involved. The findings demonstrate the usefulness of TPB and provide marketers with better identification of psychographic market segments. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Can post-vaccine ‘vaxication’ rejuvenate global tourism? Nexus between COVID-19 branded destination safety, travel shaming, incentives and the rise of vaxication travel(MDPI, 2021-12-01)Vaxication (i.e., post-vaccination travel) and branding destinations for COVID-19 safety have emerged as the cornerstones to fully rebound global tourism. Numerous destination brands are now stimulating tourism demand through realigned travel incentives specifically for fully vaccinated travelers. However, there is growing fear and incidents of travel shaming across destinations, especially due to the recent outbreaks of the highly contagious COVID-19 ‘delta and omicron’ variants. Addressing this critical research gap, the present study makes pioneering efforts to empirically examine the effects of COVID-19 branded destination safety (CBDS) on vaxication intentions, under the moderating influence of travel shaming and travel incentives. Drawing on study data from 560 fully-vaccinated residents from Hawaii, United States and structural equation modeling (SEM) with Mplus, the evidence suggests that the positive impact of CBDS on vaxication intention can be further strengthened by travel incentives, or weakened when travel shaming picks up more momentum. Besides the validation of newly developed scales, the study offers strategic insights based on dominant theories (e.g., theory of planned behavior and protection motivation theory) to interpret the changing tourism demand, and to transform the emerging challenges into opportunities through and beyond the pandemic. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The bridge at the end of the world: Linking expat’s pandemic fatigue, travel FOMO, destination crisis marketing, and vaxication for “greatest of all trips”(MDPI, 2022-02-01)The rebirth of global tourism with a massive rebound is anticipated due to an emerging touristic behavior coined as vaxication (i.e., post‐vaccination travel). Despite the ongoing fatigue triggered by the COVID‐19 pandemic, travelers’ fear of missing out (FOMO), and destination crisis marketing (DCM) can further accelerate travelers’ momentum towards vaxication. To address this critical knowledge gap in COVID‐19 tourism, the present study aimed to examine the effect of pandemic fatigue on vaxication intention for the greatest of all trips (GOAT) under the moderating influence of travel FOMO and destination crisis marketing. Drawing on data of international expatriates in the United Arab Emirates (N = 356) and using covariance‐based structural equation modeling with Mplus, the findings provide new evidence supporting a positive impact of international expat’s pandemic fatigue on vaxication intention for GOAT. Interestingly, this relationship is significantly reinforced by the international expat’s travel FOMO as well as tourism destinations switching gears from ‘managing crisis’ to ‘marketing crisis’. Based on prominent theories (i.e., theory of planned behavior, cognitive load theory, and protection motivation theory) and newly developed scales (i.e., travel FOMO and destination crisis marketing), the study implications are directed towards an outpacing trajectory of global tourism return prompted by pandemic fatigue, travel FOMO, destination crisis marketing, and vaxication intention for the greatest of all trips. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Factors related to quinoa consumption in Peru during the COVID-19 pandemic(Universidad Nacional de Colombia::will be referenced::ROR-ID, 2022-09-30)Quinoa is a traditional food grain that originated in the Peruvian Andean region. The United Nations declared 2013 to be the International Year of Quinoa (iyq). This official launch had a great impact around the world. On the contrary, it had minor impact on the consumption of quinoa in Peru, which remained relatively steady in the following years. However, the covid-19 pandemic raised concerns about nutrition and health among consumers. Therefore, this study seeks to analyze quinoa consumption in Peru during the covid-19 pandemic. Primary data were collected between September 2020 and August 2021 in Lima Metropolitan Area, Peru. Exploratory factor analysis with varimax rotation was performed for data analysis, and logistic binomial analysis was then conducted to consolidate the hypothesis of this study. The main outcomes identified were that (i) current quinoa consumers in Peru ate this food even before the iyq; (ii) consumers who are concerned about their health and nutrition needs increased quinoa consumption during the pandemic; (iii) women showed a higher probability of daily to weekly trend in quinoa consumption; and (iv) people with the highest income have more probability of purchasing food at supermarkets than others with less income. The findings of this study can shed some light on consumers’ expectations and perceptions regarding quinoa consumption behavior during covid-19. - 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, Sustainable entrepreneurial intention in an emerging economy: Extending the theory of planned behavior with sustainability-oriented entrepreneurial cognition and skills(Elsevier BV, 2026-09-01)Amidst pressure on emerging economies to reconcile economic development with environmental goals, understanding the drivers of sustainable entrepreneurial intention (SEI) is crucial. This study examines the determinants of SEI among university students, extending the Theory of Planned Behavior (TPB) by incorporating sustainability-oriented entrepreneurial cognition (SOEC) and entrepreneurial skills (ES), and exploring the mediating role of TPB components. Methodology A cross-sectional survey gathered 173 responses from business students in a Latin American emerging economy. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test explanatory direct and mediating effects among attitudes toward sustainable entrepreneurship (ATS), subjective norms (SN), perceived behavioral control (PBC), ES, SOEC, and SEI. Results Findings show that ATS and PBC strongly predict SEI, whereas SN and ES have no significant direct effects. Crucially, SOEC exerts significant indirect effects on SEI primarily through ATS and PBC. The indirect path via SN is non-significant. These results suggest that SOEC strengthens SEI by acting as a foundational catalyst for pro-sustainability attitudes and perceived control. Practical and theoretical implications Theoretically, this study clarifies SOEC's role not as a direct predictor that increases explanatory power, but as a distal antecedent that structures the TPB's cognitive architecture. Furthermore, the insignificance of SN reflects the emerging economy context, where traditional corporate careers are socially favored over perceived high-risk sustainable ventures, making profound personal conviction (ATS) and self-efficacy (PBC) essential. Practically, entrepreneurship education should prioritize cultivating SOEC, attitudes, and perceived control alongside concrete skills to foster sustainability-driven mindsets. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, From Sidewalk to Supermarket: María Saavedra and the Silent Strength Behind Growth(IGI Global, 2025-11-13)This chapter, per the authors, examines the entrepreneurial trajectory of a Peruvian woman micro-entrepreneur navigating Latin America's high-informality environment. Drawing on the Theory of Planned Behavior and Upper Echelons Theory, it analyzes how attitudes, subjective norms, and managerial cognition shape intentions, resilience, and gradual formalization. Using a qualitative case study design, the chapter integrates interviews, participant observation, and documentary data to trace the evolution from informal street vending to managing a neighborhood store aspiring to become a supermarket in Ventanilla, Callao. Findings reveal that family embeddedness, community trust, microcredit, and the incremental use of digital tools such as Yape and Plin foster adaptive growth, while informality constrains access to credit and professionalization. The discussion highlights the interaction between behavioral intention, values-based management, and purpose, offering policy and scholarly implications for supporting women-led microenterprises toward sustainable formalization.1