Análisis del comportamiento ecológico de los jóvenes de la ciudad de Machala: perspectiva vendedor-consumidor.

Abstract

The objective of this research is to analyze the purchase behavior of responsible and ecological products of young people in the city of Machala, including the perspective of sellers, through a qualitative methodology. A wide bibliographic research of different authors about green marketing, ecological advertising and consumers was carried out. For the development of the research, a progressive interview was applied to consumers and sellers of ecological products in the city of Machala. The results obtained allowed us to identify six factors that guided the research, the majority of young people have a negative ecological behavior, their purchase or consumption is influenced by factors such as their economy, the culture that surrounds them, distrust in green advertising and lack of information provided on the packaging of the products.