Análisis del consumo responsable en la generación Millennial en la provincia de Azuay, cantón Cuenca, parroquia Baños 2025

Abstract

Abstract: In the present research, on responsible consumption of the millennial generation that was applied in the Baños parish of the province of Azuay. It has as a general objective to analyze consumption patterns in the millennial generation in order to identify attitudes and behaviors that influence their purchasing decisions. For this purpose, a quantitative methodology was applied, with an inductive, analytical, and synthetic research method, using a questionnaire, which is formed by five dimensions of responsible consumption. The survey was applied to 391 people who are part of the millennial generation, allowing the collection of information on preferences, attitudes, behaviors. It is concluded that millennials have broad knowledge about everything that encompasses being a responsible consumer, they think and act consciously about the environment, they have attitudes and commitments consistent with responsible consumption practices. Despite having this high awareness about responsible consumption, it is recommended to strengthen this culture to improve and reinforce knowledge about the environmental impact of the products that are acquired.