Citas bibligráficas
Espinoza, S., Peña, P. (2024). El impacto del marketing verde, intervenido por las prácticas de greenwashing, en la intención de compra de los consumidores de moda [Universidad de Lima]. https://hdl.handle.net/20.500.12724/20656
Espinoza, S., Peña, P. El impacto del marketing verde, intervenido por las prácticas de greenwashing, en la intención de compra de los consumidores de moda []. PE: Universidad de Lima; 2024. https://hdl.handle.net/20.500.12724/20656
@misc{renati/1439515,
title = "El impacto del marketing verde, intervenido por las prácticas de greenwashing, en la intención de compra de los consumidores de moda",
author = "Peña Salas, Pamela Stephany",
publisher = "Universidad de Lima",
year = "2024"
}
The main objective of this study is to analyze the impact of green marketing, influenced by greenwashing practices, on the purchasing intention of fashion consumers in Metropolitan Lima in the year 2021. The research adopted a quantitative approach as it involves data collection to accept or reject hypotheses. Additionally, the scope was descriptive and correlational, aiming to describe concepts and variables individually, as well as their relationships. The application of a questionnaire was used as the main primary data collection tool to a sample of 413 fashion consumers from Lima Metropolitana, over 18 years of age. In conclusion, this study demonstrates that Lima's fashion consumers believe that fashion brands make green claims that are ambiguous, vague, or not demonstrable. Thus, greenwashing negatively affects green purchasing intention, which has a direct relationship with green marketing. In contrast to the previous conclusion, the study also showed that higher green marketing actions lead to a greater green purchasing intention. Fashion users consider green elements as factors that positively impact their purchasing intention.
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