Consumo socialmente responsable de los millennials pertenecientes a la ciudad de Azogues y su actitud hacia las marcas con conciencia social en el año 2023

Abstract

Abstract: This study investigates socially responsible consumption behavior among millennials in the city of Azogues, focusing on their response to brands with social awareness and cause marketing. A mixed methodology was used that combines quantitative and qualitative approaches, including statistical, analytical-synthetic and an exploratory research. The results reveal that millennials in Azogues, between 25 and 40 years old age, are active on social networks and show a preference for shopping in centers commercial due to the diversity of products. Furthermore, they show a high level of knowledge and appreciation towards sustainable products, as well as towards the importance of environmental conservation. Likewise, they positively value companies that They implement Corporate Social Responsibility (CSR) strategies. This study contributes to the understanding of socially responsible for millennials in a specific urban context, providing relevant perspectives for companies interested in attracting and retaining this generation through sustainable and responsible practices.