Bibliographic citations
Alvarado, C., Melquiades, Y. (2024). Relación entre el programa de marketing verde y la intención de compra de cosméticos en millenials y centennials en Lima Metropolitana [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673611
Alvarado, C., Melquiades, Y. Relación entre el programa de marketing verde y la intención de compra de cosméticos en millenials y centennials en Lima Metropolitana [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/673611
@misc{renati/417124,
title = "Relación entre el programa de marketing verde y la intención de compra de cosméticos en millenials y centennials en Lima Metropolitana",
author = "Melquiades Huaranga, Yadhira Anayeli",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The objective of this research is to determine if there is a relationship between the green marketing mix and green purchasing intentions for cosmetics consumers considering the environmental attitude in generations Y and Z of Metropolitan Lima. For this purpose, the questionnaire of the paper by authors Balween Kaur, Veer P. Gangwar and Ganesh Dash from the year 2022 entitled "Green Marketing Strategies, Environmental Attitude and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context" was used as an instrument. For this study, a sample of 300 consumers of green cosmetics of Yanbal and Natura brands from Generation Y (27-42 years old) and Generation Z (12-26 years old) in Metropolitan Lima was defined. The methodology used was quantitative, with correlational scope and non-experimental transectional design. The research concludes with the finding of the relationship between green marketing mix and green purchase intentions for cosmetics consumers considering environmental attitude. This research is significant for cosmetics business models that have environmental preservation as one of their pillars and want to take advantage of green marketing strategies to develop or enhance their competitive advantage over their competitors and reach a wider audience of potential customers.
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