Mercadotecnia sustentable para una producción y consumo responsable en los jóvenes Generación Z: Análisis comparativo México/Chile
DOI:
https://doi.org/10.24054/face.v25i2.3813Palabras clave:
Mercadotecnia, sustentabilidad, comportamiento del consumidor y Generación ZResumen
La mercadotecnia ha beneficiado a las organizaciones, pero también ha impulsado el consumismo en la generación Z. La investigación tiene como objetivo analizar el impacto de la mercadotecnia sustentable en el consumo y la producción responsable entre los jóvenes Z, identificando los factores que más influyen en su comportamiento. Se utilizó una metodología cuantitativa mediante encuestas con cuatro escalas validadas con alfa de Cronbach. Se realizaron análisis factoriales exploratorios y confirmatorios, además de una regresión lineal para determinar la relación entre la sustentabilidad y la intención de compra. Los hallazgos muestran que en México el factor ambiental tiene mayor impacto en los jóvenes Z, mientras que en Chile predomina el factor social. Esto evidencia diferencias en la percepción de la sustentabilidad según el contexto cultural. En conclusión, aunque la mercadotecnia ha sido parte del problema, también puede ser parte de la solución si adopta un enfoque sustentable en todos sus elementos (producto, precio, plaza y promoción). La sustentabilidad debe convertirse en un hábito voluntario, fomentando el consumo racional y equitativo. Dado que el desarrollo sustentable no impone restricciones severas, cada consumidor debe asumir su responsabilidad en la protección del planeta a través de sus decisiones de compra.
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