Citas bibligráficas
Parodi, A., (2021). La influencia de la estrategia de comunicación con propósito ecológico en las motivaciones de compra de los consumidores de Patagonia [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/658448
Parodi, A., La influencia de la estrategia de comunicación con propósito ecológico en las motivaciones de compra de los consumidores de Patagonia [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/658448
@misc{renati/1291210,
title = "La influencia de la estrategia de comunicación con propósito ecológico en las motivaciones de compra de los consumidores de Patagonia",
author = "Parodi Puiggrós, Ariana Patricia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
In a world where there is much irresponsibility in the management of resources, excessive pollution, consumerism and carelessness, we find ourselves leading to a possible extinction. Every day we see carbon emissions, deforestation, illegal mining, sea pollution, among others, and we do not see a sense of urgency. However, there are different companies that are making an important effort to combat these problems and such is the case of Patagonia, a brand that not only seeks to generate changes, but makes them happen. For this study, we will take a qualitative approach where we select 20 consumers in Patagonia between the ages of 25 - 35 to conduct semi-structured interviews. The motive is to demonstrate the importance of the purpose of eco-brands and how they influence consumers' purchase motivations. The world is increasingly migrating to the green and reusable and we must understand how this new consumer thinks and acts in order to make more strategic decisions as a brand.
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