Ecological Consumer Profile in Companies in Pachuca, Hidalgo
DOI:
https://doi.org/10.19136/hitos.a29n84.5717Keywords:
Consumer behavior, Green consumer, Eco lifestyle, Ecological marketing, Ecological product.Abstract
The growing concern for the environment in Mexico has had a notable increase, resulting in a great opportunity for companies that opt for this alternative; however, despite this general interest, there has been less success in certain areas of the population such as Pachuca, Hidalgo.
OBJECTIVE: To analyze the factors that influence the purchase decision of ecological products in consumers.
MATERIAL AND METHOD: A quantitative research was carried out, with a sample of 164 participants in a 14-item survey.
RESULTS: There are very few sales points and a scarcity of this type of product, the purchase is influenced by reference groups and the traits to be considered are biodegradable packaging, certified labels, price, and trust in quality; the most consumed products are those of hygiene and beauty.
CONCLUSIONS: There is a great paradox consisting of the low level of consumption of ecological products and the care of the environment; giving rise to three consumer profiles - the imitator, the Eco Lifestyle, and the involved.
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