Análisis del consumo responsable en la generación millennial en la provincia de sucumbíos cantón Shushufindi parroquia siete de julio año 2025

Abstract

Abstract: This study analyzes responsible consumption among millennials in the parish of "Siete de Julio" in the Shushufindi canton of the Sucumbíos province. It establishes theoretical and scientific foundations for the research study and obtains more relevant and up-to-date information about this generation. The general objective is to analyze responsible consumption patterns among millennials in Ecuador, identifying the main attitudes and behaviors that influence their responsible purchasing decisions. A quantitative methodology was used, applying a questionnaire to 276 people in the parish, showing a strong pro-environmental attitude (awareness: 4.36/5) with gaps in practical action, such as low knowledge of organic certifications (3.89/5). The main contribution of this work is the formulation of a marketing plan, which proposes a framework to close these gaps. The plan combines technological and digital innovation (websites, educational chatbots, etc.), community strategies (mini-repair workshops, transparency seals, etc.), and generational communication tactics (TikTok campaigns, gamified challenges, etc.). The proposal aims to operationalize the stated intention of promoting sustainable purchasing habits, fostering the local circular economy, and offering a replicable intervention model.