Green Purchasing Behavior in the Role of Conscious Consumption Among Younger Adults in Peru

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DOI:

https://doi.org/10.24857/rgsa.v16.2911

Keywords:

green purchasing behavior, theory of planned behavior, green product, green consumer, eco-friendly

Abstract

Purpose: The study identifies the relationship between ecological identity, the influence of the social environment, gender and the level of education and to determine their influence in the ecological purchasing behavior of young adult consumers in the district of La Molina, Lima Province, Peru.

Method/design/approach: The data were collected through surveys conducted with 381 younger adult residents of La Molina district using normality test measurements (K-S), followed by exploratory factor analysis and principal component analysis.

Results and conclusion: The GPB in younger adults in La Molina is related to green identity (p < 0.05), the influence of the social context (p < 0.05), and gender (p < 0.05). Further, gender is related to the influence of social context (p < 0.05), and educational level is related to the influence of social context (p < 0.05).

Research implications: The results highlight the relationship between the demographic variables of gender and educational level and the factors of green identity, influence of the social context, and GPB.

Originality/value: The variables affecting the GPB of younger adults in La Molina district are green identity, influence of the social context, and gender; further, gender is related to the influence of the social context and educational level is related to the influence of the social context.

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Author Biographies

Mougenot Benoit, Universidad San Ignacio de Loyola, Lima

Ph.D. in Economics from the Université Paris-Saclay. Since 2017, he is a tenured professor of Economics at the Business Faculty of the Universidad San Ignacio de Loyola in Lima, Peru. He worked formerly as a consultant for the International Organization for Migration (IOM-UN Migration) and as a researcher for the International Center for Research in Ecological Economics, Eco-innovation, and Tools Development for Sustainability (REEDS) of the Université de Versailles St Quentin-en-Yvelines (UVSQ) (2011-2015). Since 2019, he is affiliated with the Peruvian National Council of Science, Technology and Technological Innovation (Concytec). He participated in granted research programs about the evaluation of public health policies (CIES), innovation and its impact on sustainable development (ANR Chaire industrielle). Speaker during international conferences in Europe and Latin America, he is also the author of several publications as a book, book chapters, and articles in leading peer-reviewed journals.

Lyon del Carpio Pamela, Universidad San Ignacio de Loyola, Lima

Doctoranda en Administración, maestra en Alta Dirección de Empresas y licenciada en Marketing por USIL. Cuenta con más de 20 años de experiencia en áreas comerciales y en el desarrollo de estudios de mercado en empresas de consumo masivo, hidrocarburos y mercados digitales.

Montes Uriarte Giuliana, Universidad San Ignacio de Loyola, Lima

Universidad San Ignacio de Loyola, Lima

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Published

2022-06-28

How to Cite

Benoit, M., Pamela, L. del C., & Giuliana, M. U. (2022). Green Purchasing Behavior in the Role of Conscious Consumption Among Younger Adults in Peru. Revista De Gestão Social E Ambiental, 16(1), e02911. https://doi.org/10.24857/rgsa.v16.2911

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