Consumo socialmente responsable de los millennials ecuatorianos y su actitud hacia las marcas con conciencia social en la ciudad de Quito en 2023

Abstract

Abstract: The objective of this research is to analyze socially responsible consumption of Ecuadorian millennials and their attitude towards brands that present actions of social awareness in Quito in 2023. Understanding generation Y, which represents a significant part of the country's population, is complex, since millennials are not conventional. They show a clear tendency to prefer honest and authentic brands. that support social causes aligned with their values, and a notable presence in internet, particularly on Facebook and Instagram. This study highlights the importance of flexibility in business strategies, the promotion of socially transparent responsible parties, and the need for further research in the region. These findings are relevant to both academia and companies seeking to attract and create genuine and lasting links with this section of the Ecuadorian market.