Mejía Gil, María Claudia2020-05-272020http://hdl.handle.net/10784/16271Currently, 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.spaMarketing ecológicoMarketing verdeResponsabilidad social corporativaProceso de decisión de compraEmpaques biodegradablesmasterThesisinfo:eu-repo/semantics/openAccessANÁLISIS DE MERCADEOCONSUMIDORES - ACTITUDESCOMPORTAMIENTO DEL CONSUMIDORTOMA DE DECISIONESINDUSTRIAS ALIMENTICIASPASTELESEcological marketingGreen marketingCorporate social responsibilityPurchase decision processBiodegradable packagingAcceso abierto2020-05-27Méndez Caicedo, Margarita María658.8343 M538