Bibliographic citations
Henriquez, G., Marin, J. (2022). El green marketing y su relación con la intención de compra de productos ecológicos por estudiantes universitarios, Trujillo - 2022 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/32172
Henriquez, G., Marin, J. El green marketing y su relación con la intención de compra de productos ecológicos por estudiantes universitarios, Trujillo - 2022 [Tesis]. PE: Universidad Privada del Norte; 2022. https://hdl.handle.net/11537/32172
@misc{renati/436891,
title = "El green marketing y su relación con la intención de compra de productos ecológicos por estudiantes universitarios, Trujillo - 2022",
author = "Marin Cacho, Juan Daniel Yael",
publisher = "Universidad Privada del Norte",
year = "2022"
}
The objective of this research is to determine the level of relationship between Green Marketing (independent variable) and Purchase Intention (dependent variable) of ecological products by university students, Trujillo - 2022, considering a total of five dimensions for the variables described above. For the study, we worked with a measurement instrument consisting of 14 questions distributed by indicators of 05 dimensions according to each variable; evaluated on a Likert scale, with scores from 1 to 5. A total of 385 surveys were applied to university students from the city of Trujillo taken as intact groups and to whom the instrument was sent through institutional email. The information collected was treated with the statistical packages SPSS Statistics using the Pearson Correlation test to perform the respective analysis. Finding that Green Marketing and Purchase Intention show a positive correlation, where the dimensions of the independent variable show that the "positioning of the ecological product brand" presents a Moderate Positive correlation, the "attitude towards the product brand ecological” shows a Moderate Positive correlation, the “functional price of the ecological product” shows a Weak Positive correlation and the “Eco-labelling of the product” shows a Weak Positive correlation, respectively.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.