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Segmentacion de los jovenes universitarios sgun su conciencia medioambiental. Un analisis cross-cultural de Espana y Mexico(Segmentation of young university students according to their environmental consciousness. A Spain and Mexico cross-cultural analysis)

Author

Listed:
  • Antonio Chamorro Mera

    (University of Extremadura, Spain)

  • Jose Manuel Garcia-Gallego

    (University of Extremadura, Spain)

Abstract

El deterioro del medio ambiente es un hecho cientifico que desde la decada de los 70 ocupa un papel cada vez mas importante en las agendas politicas y empresariales. Es necesario evolucionar hacia un modelo economico que fomente el consumo responsable y la compra de productos verdes, haciendo crecer el segmento de consumidores verdes. Para que estas estrategias sean efectivas, debemos comprender mejor el comportamiento de los consumidores. Entre toda la poblacion, los jovenes universitarios son importantes porque en el futuro desempenaran los papeles principales en la politica y los negocios. A traves de una muestra de 420 estudiantes mexicanos y 404 espanoles, se ha realizado una encuesta para describir el nivel de conciencia medioambiental de los jovenes universitarios. Se han identificado tres segmentos diferentes en cada pais. Existen importantes similitudes entre los dos paises, pero tambien algunas diferencias. Los resultados de este estudio pueden servir de guia para disenar estrategias de marketing eficaces para las empresas y las organizaciones gubernamentales.

Suggested Citation

  • Antonio Chamorro Mera & Jose Manuel Garcia-Gallego, 2023. "Segmentacion de los jovenes universitarios sgun su conciencia medioambiental. Un analisis cross-cultural de Espana y Mexico(Segmentation of young university students according to their environmental c," Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), vol. 8(2), pages 19-34, June.
    • Handle: RePEc:rge:journl:v:8:y:2023:i:2:p:19-34
    DOI: 10.5281/zenodo.8021843
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    More about this item

    Keywords

    green consumer; green marketing; cross-cultural research; marketing segmentation; young consumers; consumidor ecologico; marketing verde; investigacion cros-cultural; segmentacion de mercados; jovenes consumidores;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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