Consumos responsables: comportamientos de compra en la generación ¨X¨ de la ciudad de Guayaquil

Abstract

The following investigation, with a descriptive quantitative approach, was oriented to explore the responsible consumption behavior of individuals belonging to Generation X of the city of Guayaquil, with a focus on the responsible buying behavior of the objective group. As a research instrument, a q questionnaire with Likert-type scale questions was used to find the level of importance that individuals give to the different practices of responsible consumption, as well as questions to obtain the sociodemographic information of the study (age, gender, education level, economic income, professional category and parish). This was done to a sample of 1305 individuals who have had ages between 40 and 54 years of age. Results show that Generation X of the city of Guayaquil does present itself as a generation with a high level of responsibility at a general level as well as in the particular variable of responsible buying behavior. However, it is discovered that the sociodemographic variables of these individuals are not conditions for their responsible consumption behavior, since they are independent variables.