The objective of this study is to develop a model of the behavior of the ecological consumer in order to know the motivations that influence the decision to purchase organic products in citizens from 25 to 45 years of the municipality of Guadalajara. The methodology used in the research is qualitative. It was carried out through the non-experimental design, with respect to the data collection tool, in-depth interviews were carried out. The results obtained with respect to the factors that influence the purchase decision of the products are accepted the general hypothesis. One of the limitations that the study faced was a limited literature regarding studies related to it in the case of the city of Guadalajara.

The chapter explores the utility of neuroeconomics in decision making and behavior. Scientific knowledge will be advanced in the need for the application of neuroeconomics focused on one of the services of the information and communication technologies (ICT) of companies, that is, e-commerce of exponential artisanal SMEs of women entrepreneurs, by developing a proposal for a business model to increase the possibility of growth of their companies at the level national and international level. The methodologies used were deductive, exploratory, descriptive, correlational, and documentary. Neuroeconomics have the potential to explain the phenomena that are considered as a deviation from the prediction or behavioral bias of decision-making models in economic theory. The study is quantitative using primary and secondary sources for research.

Scientific knowledge will be advanced in the need for the application of neuroeconomics focused on one of the services of the information and communication technologies (ICT) of companies that is e-commerce of exponential artisanal SMEs driven by women entrepreneurs, by developing a proposal for a business model to increase the possibility of growth of their companies at the level national and international level. The methodology used was deductive, exploratory, descriptive, correlational, and documentary. Neuroeconomics have the potential to explain the phenomena that are considered as a deviation from the prediction or behavioral bias of decision-making models in economic theory. The study up to this point is quantitative using primary and secondary sources of information for research.

Propósito. Es necesario que los estudiantes universitarios se capaciten con casos reales para que experimenten el aprendizaje experiencial, en donde posean una experiencia concreta y aprendan de ella, integrando la capacitación, educación y las habilidades blandas, para armarlos de las herramientas necesarias para desarrollar una intención emprendedora. Metodología. Lo anterior, se realizará mediante la formación del trabajo multidisciplinario utilizando modelos de negocios adaptados a la enseñanza del emprendimiento. Hallazgos. Evitar dejar a la deriva al talento formado en las universidades, que no encuentra un estímulo al conocimiento para lograr el desarrollo de su emprendimiento. Originalidad. Propiciar a partir de trabajos escolares negocios potenciales, mediante la asociación de diferentes carreras universitarias para generar y potencializar relaciones profesionales multidisciplinarias alumno-alumno.

It is necessary for university students to be trained with real cases so that they experience experiential learning, where they have a concrete experience and learn from it. Integrating training, education, and soft skills arm them with the necessary tools to develop an entrepreneurial intention. This will be done by training multidisciplinary work using business models adapted to teaching entrepreneurship. Thus, achieving avoids drifting talent trained in universities, which does not find a stimulus to knowledge to achieve the development of their venture. It should be provided from schoolwork that can lead to potential businesses, through the association of different university careers to generate and enhance multidisciplinary professional student-student relationships.