Perfil de consumidores verdes en Guayaquil enfocada en las 3Rs y la compra de productos ecológicos.

Abstract

This current investigation is mainly focused on the identification of the ecological consumers’ profile existing in Guayaquil city, to grant a support to the different economic sectors, especially in the strategic management processes, letting in this way allocating the efforts to the needs’ satisfaction through a social responsibility approach. This study poses a quantitative perspective, therefore it was necessary surveyed 384 individuals with the purpose of knowing the environmental behaviours based on the 3Rs principle: reduce, reuse and recycle. Through statistical techniques it was possible to corroborate which are the features that predominate to the ecological behaviours frequency. Thus, basing on the analysed theories and the results gotten, it can be conclude that the education level and the incomes earned are strong determinants for the ecological consumer’s profile, furthermore in the city studied it does distinguish a meaningful acceptance because of the green market and because of the companies that work under the concept of environmentalist ethical. Taking into consideration the most important clusters, it is established strategies that have been applied successfully in the foreign because they can be feasible due to the distinctive connexion with the ordinary customs of the green consumers.