Conciencia ambiental y comportamiento de compra: un enfoque desde la Teoría del Comportamiento Planificado.
Resumen
La presente investigación analiza la intención de compra sostenible desde una extensión de la Teoría del Comportamiento Planeado, incorporando la conciencia ambiental como variable antecedente. Mediante un enfoque cuantitativo y diseño transversal, se aplicó un cuestionario estructurado a 402 consumidores mexicanos. Los datos fueron analizados mediante modelamiento de ecuaciones estructurales. Los resultados evidencian que la conciencia ambiental influye positivamente en la actitud y en la intención de compra sostenible, mientras que la actitud también incide significativamente en la intención. En contraste, la norma subjetiva y el control conductual percibido no mostraron efectos significativos en el modelo propuesto. Estos hallazgos amplían la capacidad explicativa del modelo y resaltan el papel central de la conciencia ambiental en el consumo sostenible.
Citas
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