Modelado de la percepción del consumidor hacia envases ecológicos y biodegradables en productos importados aplicando ecuaciones estructurales multivariadas

Faviana Panduro Pallette; Leslie Nicole Quesada Vasquez; Godofredo Illa-Sihuincha; Julio Ricardo Capristan Miranda

doi:10.53732/rccsociales/e8954

Autores/as

Faviana Panduro Pallette Universidad San Ignacio de Loyola, Facultad de Ciencias Empresariales. Lima, Perú https://orcid.org/0009-0007-1592-7406
Leslie Nicole Quesada Vasquez Universidad San Ignacio de Loyola, Facultad de Ciencias Empresariales. Lima, Perú https://orcid.org/0009-0000-2595-241X
Godofredo Illa-Sihuincha Universidad San Ignacio de Loyola, Facultad de Ciencias Empresariales. Lima, Perú https://orcid.org/0000-0002-2532-3194
Julio Ricardo Capristan Miranda Universidad San Ignacio de Loyolam, Facultad de Ciencias Empresariales. Lima, Perú https://orcid.org/0000-0001-5741-7438

DOI:

https://doi.org/10.53732/rccsociales/e8954

Palabras clave:

consumidor, desarrollo sostenible, ecología, reciclaje de desechos, sensibilización ambiental, percepción

Resumen

El presente trabajo tiene como objetivo analizar cómo perciben los consumidores peruanos los envases ecológicos y biodegradables en los productos importados. En la actualidad, el cuidado del medio ambiente se ha convertido en un tema prioritario, y muchas marcas utilizan empaques sostenibles y etiquetas ecológicas como parte de sus estrategias de marketing. El estudio se basó en el modelo S-O-R (Estímulo-Organismo-Respuesta), analizando cómo los elementos del empaque verde, materiales biodegradables y ecoetiquetas influyen en las emociones, creencias y decisiones al comprar productos alimenticios importados y sus efectos en el medio ambiente. Los resultados evidencian efectos significativos en conjunto del modelo predictivo, basado en las relaciones entre la actitud conativa y la preocupación medioambiental (R²= ,519). Además, los envases y marcas ecológicas y el etiquetado ecológico predicen la actitud afectiva (R²= ,616) y actitud cognitiva (R²= ,582) de los consumidores. Finalmente, la actitud afectiva y cognitiva predicen la actitud conativa (R²= ,664). En conclusión, los resultados permiten entender cómo las marcas pueden fortalecer su imagen sostenible y responder mejor a las expectativas de los consumidores en un mercado cada vez más consciente del impacto ambiental.

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