Segmentación de los jóvenes universitarios sgún su conciencia medioambiental. Un análisis cross-cultural de España y México
DOI:
https://doi.org/10.5281/zenodo.8021843Palabras clave:
consumidor ecológico, marketing verde, investigación cros-cultural, segmentación de mercados, jóvenes consumidoresResumen
El deterioro del medio ambiente es un hecho científico que desde la década de los 70 ocupa un papel cada vez más importante en las agendas políticas y empresariales. Es necesario evolucionar hacia un modelo económico que fomente el consumo responsable y la compra de productos verdes, haciendo crecer el segmento de consumidores verdes. Para que estas estrategias sean efectivas, debemos comprender mejor el comportamiento de los consumidores. Entre toda la población, los jóvenes universitarios son importantes porque en el futuro desempeñarán los papeles principales en la política y los negocios. A través de una muestra de 420 estudiantes mexicanos y 404 españoles, se ha realizado una encuesta para describir el nivel de conciencia medioambiental de los jóvenes universitarios. Se han identificado tres segmentos diferentes en cada país. Existen importantes similitudes entre los dos países, pero también algunas diferencias. Los resultados de este estudio pueden servir de guía para diseñar estrategias de marketing eficaces para las empresas y las organizaciones gubernamentales.
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