Gestión de la mercadotecnia sustentable en el consumidor Gen Z: enfoque de género México/Chile
DOI:
https://doi.org/10.5281/zenodo.21464289Palabras clave:
Gestión, mercadotecnia sustentable, comportamiento del consumidor, generación ZResumen
El consumo ha ocasionado un uso de recursos naturales, demandado un cambio de enfoque en la mercadotecnia sustentable para cautivar a la generación Z. Objetivo analizar cómo la Gestión de la mercadotecnia sustentable afecta al consumidor Gen Z, desde un enfoque de género México/Chile. Metodología cuantitativa, descriptiva, transversal y explicativa con un diseño cuasiexperimental. Aplicando 861 encuestas (México y Chile), confiabilidad mediante el alfa de Cronbach y un análisis factorial y de regresión lineal. Los hallazgos encontrados ponen de manifiesto que la dimensión social impacta más la intención de compra en los dos géneros y naciones. En segundo lugar, las mujeres tienen mayor inclinación en la dimensión ambiental, mientras que los hombres tienen mayor afectación por la económica. En conclusión, el género y la cultura incentivan las motivaciones sustentables, de esta manera se recomiendan mensajes con diferenciación en estos dos aspectos y que estén enfocados a lo social y ambiental.
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