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Los perfiles green de la generacion centennials de Mexico y Argentina(The green profiles of the centennial generation of Mexico and Argentina )

Author

Listed:
  • Enrique Carlos Bianchi

    (Universidad Catolica de Cordoba)

  • Edith Patricia Borboa Alvarez

    (Instituto Tecnologico de Sonora, Mexico)

  • Gaspar Gracia Daponte

    (Universidad Catolica de Cordoba)

  • Cristian Canziani

    (Universidad Catolica de Cordoba, Argentina)

  • Oscar Ernesto Hernandez Ponce

    (Instituto Tecnologico de Sonora)

Abstract

Este estudio analiza los perfiles Green en la Generacion Z o "Centennials" en dos lugares de Argentina y Mexico. Los datos se recogieron mediante la metodologia desarrollada por Kantar World Panel en 2010 para medir los perfiles de consumidores en Latinoamerica, en su informe denominado "Green Thermometer". Se analizaron 588 respuestas sobre 17 habitos, opiniones y actitudes relacionadas con la proteccion del medio ambiente, el uso racional de los recursos como el agua o la electricidad, la conciencia ambiental, entre otros aspectos. Se identifico la existencia de seis segmentos de mercado o perfiles Green denominados: 360deg Green, Green Society, Green Shopper, Green Pocket, Dream Green y Zero Green. Los resultados muestran que los perfiles de segmentos Green Centennials mexicanos son mas Green, Dream y Pocket y menos Society y Shopper que los argentinos, con algunas diferencias significativas en ambos paises con respecto al genero, edad, actividad, habitos de consumo y aspiraciones futuras. En conclusion, la Generacion Z en Argentina y Mexico se preocupa cada vez mas por la sostenibilidad y esto influye en sus decisiones de compra, lo que servira de guia a las empresas y a los profesionales del marketing a la hora de promover este tipo de iniciativas.

Suggested Citation

  • Enrique Carlos Bianchi & Edith Patricia Borboa Alvarez & Gaspar Gracia Daponte & Cristian Canziani & Oscar Ernesto Hernandez Ponce, 2023. "Los perfiles green de la generacion centennials de Mexico y Argentina(The green profiles of the centennial generation of Mexico and Argentina )," Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), vol. 8(2), pages 3-18, June.
    • Handle: RePEc:rge:journl:v:8:y:2023:i:2:p:3-18
    DOI: 10.5281/zenodo.8021822
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    References listed on IDEAS

    as
    1. Díaz, Asunción & Gómez, Mar & Molina, Arturo & Santos, Jesús, 2018. "A segmentation study of cinema consumers based on values and lifestyle," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 79-89.
    2. Hermawan Kartajaya & Philip Kotler & Den Huan Hooi, 2019. "Marketing 4.0: Moving From Traditional To Digital," World Scientific Book Chapters, in: Asian Competitors Marketing for Competitiveness in the Age of Digital Consumers, chapter 4, pages 99-123, World Scientific Publishing Co. Pte. Ltd..
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Green segment; Centennials - Generation Z; sustainable habits; future aspirations; Segmento verde; Centennials; Generacion Z; habitos sustentables; aspiraciones futuras;
    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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