Análisis del uso de productos eco-friendly en negocios de alimentos y bebidas del sector PYME de Guayaquil y su impacto en la motivación de compra.

Abstract

Ecological consumption is a trend that has been growing and that consists of living in a more respectful way and in harmony with the environment. The objective of the study is to analyze the use of ecofriendly products in food and beverage businesses in the SME sector of Guayaquil and its impact on purchase motivation. Therefore, through the descriptive analysis of the results of the surveys and the statistical model, the ecological factors that contribute to the purchase motivation of Guayaquil consumers were identified. Based on the results obtained, a section of commercial, ecological and advertising advices and recommendations was prepared, mainly aimed at the efficient management of the resources available to the establishment, encouraging ecological practices and initiatives and of course advertising through the main digital channels the transformation and ecological commitment of the business that will contribute significantly to the recognition and strengthening of the ecological image of the establishment.