Análisis del e-commerce, la sostenibilidad y el consumo ético en el segmento millennials del mercado español.

Abstract

The objective of this work is to determine the market potential for the commercialization of personalized shoes in Barcelona, ​​Spain. For the purpose of the research, the quantitative methodology was applied using validated scales in a relationship model that allowed determining the influence of sustainability and ethical consumption in the millennial segment and the use of e-commerce. The sample focuses on Spanish consumers between the ages of 20 and 35. The results, applying the scales, showed that the Barcelona market has potential for the commercialization of personalized shoes, due to its own characteristics as a smart city and to the population of millennials with a social conscience and consumer ethics.