(Pontificia Universidad Católica del Perú, 2021-09-29) Carrión Bósquez, Nelson Geovany; Arias Bolzmann, Leopoldo Gabriel Ignacio
Environmental protection has become one of the main concerns for consumers, which is why
green consumption is an alternative to balance customer demand satisfaction and
environmental protection. Despite the existence of different studies on green consumption,
several questions remain unanswered, one of them is ¿why environmental awareness does not
always lead to real purchases? which shows a need to know the factors that influence this
behavior gap. This research aimed to identify whether attitudes and subjective norms
influence the green purchase intentions of Ecuadorian millennials, it also analyzed whether
the purchase intentions resulted in actual purchases, as well as the factors that influenced
green purchasing inconsistencies. The research was quantitative and cross-sectional design,
710 millennials participated in the study. The questionnaire consisted of 26 questions and the
data obtained were subjected to Cronbach's Alpha tests and Exploratory Factor Analysis.
Finally, the validity of the proposed model was verified through a Confirmatory Factor
Analysis and Structural Equations, using IBM SPSS Statistics 2.0. and AMOS 24. The results
showed that subjective attitudes and norms influence purchase intentions. However, 82% of
those intentions did not result in actual purchases. Habits are the main factor influencing
green inconsistencies, while skepticism influences purchase intentions, availability and lack
of knowledge influences consumer habits.
