Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness—Case Study of Ecuador

Abstract

This study examined the impact of green advertising and eco-labels on the attitudes and environmental awareness of millennials purchasing eco-friendly products in shopping centers across Ecuador. The research utilized a quantitative, correlational, cross-sectional methodology with 430 millennials participating. A 20-item survey was administered face-to-face at shopping centers in Quito and Guayaquil, Ecuador. The validity of the research model was established through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), employing SPSS 20 and AMOS 24 for statistical evaluations. Findings reveal that green advertising significantly shapes environmental attitudes (β: 0.245) and awareness (β: 0.110), as well as directly influences the purchasing behavior (β: 0.154) towards green products. While eco-labels do not exert a direct effect on purchasing behavior (β: 0.128), they significantly inform attitudes (β: 0.406) and ecological awareness (β: 0.277) of millennials who purchase organic products. This paper is among the pioneering research to delineate the correlation between green advertising elements and the purchasing patterns of green products among millennials in a developing nation. It concludes that marketing strategies centered on green advertising and eco-labels do affect millennials’ attitudes and environmental consciousness, but only advertising has a direct impact on purchasing behaviors, contrary to eco-labels. The research bears social significance as it affirms that millennials are attentive to environmental issues and are actively engaged in promoting sustainability.

Diseño de Material Didactico Inclusivo para Niños con Trastorno del Espectro Autista

“…La muestra de estudio estuvo conformda por 18 individuos -estudiantes, padres y docentes -de la Unidad Educativa Especial Fe y Alegría en Santo Domingo. La muestra de estudio, respresenta un unidad representativa de personas que sirven de base para la recolección de información (García et al, 2020;Carrión y Arias, 2022;Carrión et al, 2023;Carrión et al, 2024), los instrumentos usados para la recolección de los datos fueron: entrevistas en profundidad y observación participante. Las entrevistas permitieron explorar las experiencias y percepciones de los padres y docentes sobre el día a día de los niños con TEA, mientras que la observación directa con los estudiantes permitió identificar los procesos de enseñanza y aprendizaje de los educandos con TEA.…”

Exploring the moderating effect of brand image on the relationship between customer satisfaction and repurchase intentions in the fast-food industry

“…Over the last few decades, fast-food consumption has emerged as an alternative providing food solutions for individuals with limited time for meal preparation, as well as those seeking affordable dining options, particularly among young people (Zhuang and Jiang, 2016;Wang et al, 2020). The fast-food restaurant industry has witnessed rapid global growth (Uddin, 2019), sparking interest within the academic community to comprehend the factors influencing the purchasing behavior of customers in this food category (Roy et al, 2020;Singh et al, 2022;Carri on-B osquez et al, 2024).…”

Unveiling Millennials’ Perceptions of Organic Products: A Grounded Theory Analysis in Ecuador and Peru

“…These frameworks are instrumental in providing theoretical underpinnings for research in this field. However, a recurring theme in academic discourse is the observed disconnect between consumers' stated intentions and their actual behavior-a significant knowledge gap that persists despite the comprehensive nature of these theories [7,35,36].…”

“…The growing demand for these products has sparked interest not only among producers but also within the academic community, which has found it necessary to conduct studies to identify the factors influencing consumers' decisions to purchase such products. In this regard, quantitative studies conducted in Ecuador and Peru have identified several factors that influence purchase intentions [7,12,17,35,37,38]. However, the academic literature has determined that it is necessary to identify the true drivers of behavior to bridge the knowledge gaps arising from studies that use self-reported questionnaires [35,36].…”

“…In this regard, quantitative studies conducted in Ecuador and Peru have identified several factors that influence purchase intentions [7,12,17,35,37,38]. However, the academic literature has determined that it is necessary to identify the true drivers of behavior to bridge the knowledge gaps arising from studies that use self-reported questionnaires [35,36].…”