El consumo verde: un aporte teórico desde la teoría del comportamiento planificado.

Autores/as

DOI:

https://doi.org/10.32645/13906852.1068

Palabras clave:

Compra verde, Teoría del Comportamiento Planificado, Barreras

Resumen

 El consumo desmedido de productos tradicionales ha conllevado a la presencia de varios problemas medioambientales entre ellos el calentamiento global. Con la finalidad de solucionar esta problemática social, colectivos identificados con el medio ambiente han levantado su voz de protesta en contra de la contaminación ambiental, dando paso a que organismos internacionales como la Organización de Naciones Unidas (ONU) tome cartas en el asunto y promueva iniciativas orientadas a la protección ambiental. El consumo verde ha pasado a ser una alternativa que ayuda a disminuir el impacto ambiental sin embargo los consumidores que tienen actitudes favorables hacia el medio ambiente y se identifican con este tipo de productos, no siempre llegan a comprarlos debido a la presencia de barreras como los hábitos, el escepticismo, la falta de conocimiento, la disponibilidad, y los precios. El presente ensayo se basa en una revisión de literatura que recoge los aportes investigativos de 54 artículos de revistas de impacto académico, en donde se explica los diferentes hallazgos científicos sobre el comportamiento de compra verde abordado desde una de las Teorías de mayor utilización dentro de este campo de investigación, como también la presencia de barreras que pueden llevar a la generación de inconsistencias de comportamiento.

Citas

Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J. y Huylenbroeck, G. (2011). The influence of subjectiveandobjectiveknowledgeonattitude, motivationsand consumption oforganicfood. British Food Journal, 113(10), 1353-1378. https://doi.org/10.1108/00070701111179988

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/doi:10.1016/0749-5978(91)90020-T110

Biswas, A. (2016). A Study of consumers’ willingness to pay for green products. Journal of Advanced Management Science, (4)3, 1-5. https://doi.org/doi:10.12720/joams.4.3.211-215

Calfee, J., y Ringold, D. (1988). Consumer skepticism of advertising: what do the polls show?. Advances in Consumer Research, 15, 244–248. Recuperado de https://www.acrwebsite. org/volumes/6818/volumes/v15/NA-15

Carrión, N. y Arias, L. (2021). Factors influencing green purchasing inconsistency of Ecuadorian millennials, British Food Journal, Vol. ahead-of-print No. ahead-of-print. 1-20. https://doi. org/10.1108/BFJ-05-2021-0558.

Chan, R. y Lau, L. (2004). The effectiveness of environmental claims among chinese consumers: influences of claim type, country disposition and ecocentric orientation. Journal of Marketing Management, 20(3), 273-319. https://doi.org/doi:10.1362/026725704323080425

Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility, 9(2), 179-192. https://doi.org/doi:10.1108/JGR-12-2017-0058

Dahm, M., Samonte, A. y Shows, A. (2009). Organic foods: Do eco-friendly attitudes predict eco- friendly behaviors?. Journal of American Collegue Health, 58(3), 195–202. https://doi.org/ doi:10.1080/07448480903295292

Do Paco, A. y Reis, R. (2013). Factors affecting skepticism toward green advertising. Journal of advertising, 41(4), 147-155. https://doi.org/doi:10.1080/00913367.2012.10672463

Do Paco, A., Shield, C. y Alves, H. (2018). A new model for testing green consumer behaviour. Journal of Cleaner Production, 207(1), 998-1006. https://doi.org/doi:10.1016/j.jclepro.2018.10.105

Gkargkavouzi, A., Halcos, G. y Matsiori, S. (2019). Environmental behavior in a private-sphere context: Integrating theories of planned behavior and value belief norm, self-identity and habit. Resources, Conservation & Recycling, 148(1), 145-156. https://doi.org/doi:10.1016/j. resconrec.2019.01.039

Hsu, C., Chang, C. y Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34(1), 145-152. https:// doi.org/doi:10.1016/j.jretconser.2016.10.006

Joshi, Y. y Rahman, Z. (2015). Factors affecting geen purchase behaviour and future research directions. International Strategic Management 3(1), 128-143. https://doi.org/10.1016/j. ism.2015.04.001

Jaiswala, D. y Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of indian consumers. Journal of Retailing and Consumer Servcies, 41(1), 60- 69. https://doi.org/10.1016/j.jretconser.2017.11.008

Kanchanapibul, M., Lacka, E., Wang, X. y Chang, H. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66(1), 528-536. https://doi.org/doi:10.1016/j.jclepro.2013.10.062

Klöckner, C. (2013). A comprehensive model of the psychology of environmental behavior- A meta-analysis. Global Environmental Change, 23(5), 1028–1038. https://doi.org/10.1016/j. gloenvcha.2013.05.014

Kumar, B., Manrai, A. y Manrai, L. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34(1), 1-9. https://doi.org/doi: 10.1016/j.jretconser.2016.09.004

Laureti, T. y Benedetti, I. (2018). Exploring pro-environmental food purchasing behaviour: an empirical analysis of italian consumers. Journal of Cleaner Production, 172(20), 3367-3378.

Lavelle, M., Rau, H. y Fahy, F. (2015). Different shades of green? unpacking habitual and occasional pro-environmental behavior. Global Environmental Change, 35(1), 368-378. https://doi.org/ doi:10.1016/j.gloenvcha.2015.09.021

Liobikiene, G. y Bernatoniene, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. Journal of Cleaner Production, 162(1), 109-120. https://doi.org/doi:10.1016/j.jclepro.2017.05.204

Mainieri, T., Barnett, E., Oskamp, S., Unipan, J. y Valdero, T. (1997). Green buying: the influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2), 189-204. https://doi.org/doi:10.1080/00224549709595430

Magistris, T. y Gracia, A. (2008). The decision to buy organic food products in Southern Italy. British Food Journal, 10(9), 929-947. https://doi.org/doi:10.1108/00070700810900620

Mostafa, M. (2006). Antecedents of egyptian consumers’ green purchase intentions: a hierarchical multivariate regression model. Journal of International Consumer Marketing, 19(2), 97-126. https://doi.org/doi:10.1300/J046v19n02_06

Murali, K., Lim, M. y Petruzzi, N. (2019). The Effects of ecolabels and environmental regulation on green product development. Manufacturing & Service Operations Management, 21(3), 1-18. https://doi.org/doi:10.1287/msom.2017.0703

Naderi, I. y Van, E. (2018). Me first, then the environment: young millennials as green consumers.

Young Consumers, 19(3), 280-295. https://doi.org/doi:10.1108/YC-08-2017-00722

Nguyen, H., Nguyen, C. y Hoang, T. (2018). Green consumption: Closing the intention‐behavior gap.

Sustainable Development, 27(1), 118-129. https://doi.org/doi:10.1002/sd.1875

Nguyen, H., Nguyen, N., Nuguyen, K., Lobo, A. y Anh, P. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food Stores. International Journal of Environmental Research and Public Health, 16(6), 1-17. https://doi.org/doi:10.3390/ijerph16061037

Nguyen, T., Lobo, A. y Nguyen, B. (2017). Young consumers’ green purchase behaviour in an emerging market. Journal of Strategic Marketing, 583-600. https://doi.org/doi:10.1080/096 5254X.2017.1318946

Nosi, C., Zollo, L., Rialti, R. y Ciappei, C. (2020). Sustainable consumption in organic food buying behavior: the case of quinoa. British Food Journal, 22(3), 976-994. https://doi.org/ doi:10.1108/BFJ-09-2019-0745

O`Donovan, P. y Mc Carthy, M. (2002). Irish consumer preference for organic meat. British Food Journal, 104(3), 353-470. doi:10.1108/00070700210425778

Paul, J., Modi, A. y Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29(1), 123-134. https://doi.org/doi:10.1016/j.jretconser.2015.11.006

Petrescu, D., Petrescu, R., Bruny, P. y Azadi, H. (2017). A new wave in Romania: organic food. Consumers’ motivations, perceptions, and habits. Agroecology and Sustainable Food Systems, 41(1), 46-75. https://doi.org/doi:10.1080/21683565.2016.1243602

Rashid, N. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132-141. https://doi.org/doi:10.5539/ijbm. v4n8p132

Raush, T. y Koplin, C. (2021). Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing. Journal of Cleaner Production, 278(1), 1-15. https://doi.org/10.1016/j. jclepro.2020.123882

Ricci, E., Banterle, A. y Stranieri, S. (2018). Trust to go green: An exploration of consumer intentions for eco-friendly convenience food. Ecological Economics, 148(1), 54-65. https://doi.org/ doi:10.1016/j.ecolecon.2018.02.010

Robinson, R. y Smith, C. (2002). Psychosocial and demographic variables associated with consumer intention to purchase sustainably produced foods as defined by the midwest food alliance. Journal of Nutrition Education and Behavior, 34(6), 316-325. https://doi.org/doi:10.1016/ s1499-4046(06)60114-0

Sharaf, M. y Perumal, S. (2018). How does green products’ price and availability impact malaysians’ green purchasing behavior?. The Journal of Social Research. 4(1), 28-34. Recuperado de https://www.arpgweb.com/pdf-files/jssr4(3)28-34.pdf

Sharma, A. y Foropon, C. (2019). Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4). https://doi.org/doi:10.1108/MD-10-2018-1092

Sillani, S. y Nassivera, F. (2015). Consumer behavior in choice of minimally processed vegetables and implications for marketing strategies. Trends in Food Science & Technology, 46(2), 339- 345. https://doi.org/doi:10.1016/j.tifs.2015.07.004

Singh, A. y Verma, P. (2017). Factors influencing indian consumers’ actual buying behavior towards organic food products. Journal of Cleaner Production, 167(1), 473-483. https://doi.org/ doi:10.1016/j.jclepro.2017.08.106

Sun, Y., Liu, N. y Zhao, M. (2019). Factors and mechanisms affecting green consumption in China: A multilevel analysis, Journal of Cleaner Production, 209(1), 481-493. https://doi.org/ doi:10.1016/j.jclepro.2018.10.241

Taufique, R. y Vaithianathan, S. (2018). A fresh look at understanding green consumer behavior among young urban indian consumers through the lens of Theory of Planned Behavior. Journal of Cleaner Production 183(1), 46-55. https://doi.org/doi:10.1016/j.jclepro.2018.02.097

Testa, F., Sarti, S. y Frey, M. (2018). Are green consumers really green? Exploring the factors behind the actual consumption of organic food products. Businnes Strategy and the Environment, 28(1), 327-338. https://doi.org/doi:10.1002/bse.2234

Thøgersen, J. y Zhou, Y. (2012). Chinese consumers’ adoption of a ‘green’ innovation – The case of organic food, Journal of Marketing Management, 28(3), 313-333. https://doi.org/doi:10.108 0/0267257X.2012.658834

Tri, M. (2020). Investigating green brand equity and its driving forces. Management Science Letters, 10, 2385–2394. https://doi.org/doi: 10.5267/j.msl.2020.2.026

Uddin, F. y Naved, M. (2018). Young consumer’s green purchasing behavior: Opportunities for green marketing. Journal of Global Marketing, 31(4), 1-12. https://doi.org/doi:10.1080/08911762.2017.1407982

Von Meyer, M., Olea, E., Padilla, C. y Spiller, A. (2015). Mature and emerging organic markets: Modelling consumer attitude and behaviour with partial least square approach. Journal of Food Products Marketing, 21(6), 626–653. https://doi.org/doi:10.1080/10454446.2014.949971

Wang, K., Akar, G. y Chen, Y. (2019). Bike sharing differences among millennials, gen xers, and baby boomers: Lessons learnt from New York City’s bike share. Transportation Research Part A, 116(1), 1-14. https://doi.org/doi:10.1016/j.tra.2018.06.001

Weber, J. (2017). Discovering the millennials’ personal values orientation: a comparison to two managerial populations. Journal of Business ethics, 143(3), 571-529. https://doi.org/ doi:10.1007/s10551-015-2803-1

Wijekoon, R. y Sabri, M. (2021). Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework. Sustainability, 13(1), 1-40. https:// doi.org/doi:10.3390/su13116219

Witsel, J. y Aagaard, E. (2014). Elaborating on the attitude behaviour gap regarding organic products: young Danish consumers and in-store food choice. International Journal Consumer Studies, 38(5), 550–558. https://doi.org/10.1111/ijcs.12115

Woo, E. y Kim, Y. (2019). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value. British Food Journal, 121(2), 320-332. https://doi. org/10.1108/BFJ-01-2018-0027

Yadav, R. y Pathak, G. (2017). Determinants of consumers’ green purchase behavior in a developing nation: Applying and extending the Theory of Planned Behavior. Ecological Economics, 134(1), 114-122. https://doi.org/doi:10.1016/j.ecolecon.2016.12.019

Zarei, A. y Maleki, F. (2017). From decision to run: The moderating role of green skepticism. Journal of Food Products Marketing, 24(1), 96-116. https://doi.org/doi:10.1080/1

Publicado

2021-12-21

Cómo citar

Carrión Bósquez , N. G. ., & Salinas Salinas, B. V. (2021). El consumo verde: un aporte teórico desde la teoría del comportamiento planificado. Visión Empresarial, (Num. 11), 97–114. https://doi.org/10.32645/13906852.1068

Número

Sección

Visión Empresarial_completa