Intención de consumo responsable en la generación de los millennials de la ciudad de Guayaquil.

Abstract

This research work has as main objective to demonstrate if environmental awareness exists in consumers between 20 and 34 years of the city of Guayaquil through the evaluation of the intention of consumption by two aspects: a) the concern for the environment that the consumer claims to have and b) the valuation of the conduct of the companies in regard to social responsibility and environmental impact. The research is based on the theory of planned behavior of Icek Ajzen (1991) which indicates that the intention is reached by three variables: a) subjective norm, b) attitude and c) perceived control. These variables were studied in the theoretical framework together with issues related to corporate social responsibility and were measured through a questionnaire of 35 affirmations and four demographic questions on the Likert scale.The research is quantitative using the hypothetical -deductive research method. The purpose of research is correlational and explanatory. The factor reduction technique of the exploratory factor analysis was applied to identify each of the factors and thus check the hypotheses raised using statistical techniques such as chi-squared test and ANOVA contingency tables. As a conclusion it was obtained that the millennials of the city of Guayaquil do have environmental awareness and they have the intention of re sponsible consumption but they do not always end up in action. This is why strategies were developed for companies, the State and millennials to work together to consume responsibly.