Marketing ecológico : incidencia del empaque biodegradable en el proceso de decisión de compra de productos de la repostería en la localidad de Chapinero

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dc.contributor.advisorMejía Gil, María Claudiaspa
dc.contributor.authorMéndez Caicedo, Margarita María
dc.coverage.spatialMedellín de: Lat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degrees Long: 075 36 00 W degrees minutes Long: -75.6000 decimal degreeseng
dc.creator.degreeMagíster en Mercadeo​​​spa
dc.creator.emailmargara_mendez@hotmail.comspa
dc.date.accessioned2020-05-27T21:53:58Z
dc.date.available2020-05-27T21:53:58Z
dc.date.issued2020
dc.description.abstractCurrently, there are a number of factors that affect consumers' purchasing decisions for an organic product, an issue that has been investigated because environmental conditions imply the need for goods companies to apply best liability practices social, and to achieve this, applying marketing is important. In this sense, the purpose of the present investigation is to know the incidence of the biodegradable package (includes wraps) in the decision-making process for the purchase of pastry products. The applied research methodology was exploratory qualitative, and the interview was analyzed as an information gathering instrument, which was applied to a total of 17 participants who frequently consume pastry products and were contacted in a medium-high level supermarket in the city of Bogotá. In this regard, it was established that biodegradable packaging does not have a high incidence in the purchase decision, despite the fact that there is a level of knowledge and awareness of the environmental problems it generates. This may happen because the perception of the evaluated consumer is more analytical and rational, which makes us take into account aspects such as price on motivations based on environmental values, a weight that exists the will to buy for this type of packaging.spa
dc.identifier.ddc658.8343 M538
dc.identifier.urihttp://hdl.handle.net/10784/16271
dc.language.isospaspa
dc.publisherUniversidad EAFITspa
dc.publisher.departmentEscuela de Administraciónspa
dc.publisher.placeBogotáspa
dc.publisher.programMaestría en Mercadeospa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.localAcceso abiertospa
dc.subjectMarketing ecológicospa
dc.subjectMarketing verdespa
dc.subjectResponsabilidad social corporativaspa
dc.subjectProceso de decisión de compraspa
dc.subjectEmpaques biodegradablesspa
dc.subject.keywordEcological marketingspa
dc.subject.keywordGreen marketingspa
dc.subject.keywordCorporate social responsibilityspa
dc.subject.keywordPurchase decision processspa
dc.subject.keywordBiodegradable packagingspa
dc.subject.lembANÁLISIS DE MERCADEOspa
dc.subject.lembCONSUMIDORES - ACTITUDESspa
dc.subject.lembCOMPORTAMIENTO DEL CONSUMIDORspa
dc.subject.lembTOMA DE DECISIONESspa
dc.subject.lembINDUSTRIAS ALIMENTICIASspa
dc.subject.lembPASTELESspa
dc.titleMarketing ecológico : incidencia del empaque biodegradable en el proceso de decisión de compra de productos de la repostería en la localidad de Chapinerospa
dc.typemasterThesiseng
dc.typeinfo:eu-repo/semantics/masterThesiseng
dc.type.hasVersionacceptedVersioneng
dc.type.localTesis de Maestríaspa

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