Factores psicosociales en la intención de compra de moda sostenible en jóvenes mexicanos.
Resumen
La presente investigación analiza la intención de compra de ropa sostenible entre jóvenes mexicanos pertenecientes a la Generación Z, considerando la actitud y las normas subjetivas como variables explicativas. Con un enfoque cuantitativo y un diseño transversal, se aplicó un cuestionario en línea a una muestra de 401 participantes. Basada en la Teoría de la Acción Razonada (TRA) y utilizando modelado de ecuaciones estructurales (SEM), los resultados muestran que ambas variables influyen positivamente en la intención de compra. Los hallazgos respaldan la validez de la TRA en contextos juveniles latinoamericanos y ofrecen implicaciones para el diseño de estrategias de comunicación y educación ambiental orientadas al consumo ético y sostenible.
Citas
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