Análisis del consumo responsable en la generación millennials en la Provincia de Santa Elena del Cantón la Libertad, año 2025

Abstract

Abstract: Research on the behavior and preferences of Millennials in the La Libertad canton is crucial for companies to adapt to the needs and expectations of this generation. By better understanding Millennials, corporations can develop more effective marketing and advertising strategies, improve the customer experience, and increase brand loyalty. This study aims to analyze responsible consumption patterns among Millennials in Santa Elena to identify the main attitudes and behaviors that influence responsible purchasing decisions. A quantitative approach was used, employing inductive, analytical, and synthetic methods to facilitate a clear and structured understanding of the phenomenon. The main results demonstrated that, within the context of the five dimensions, this study group engages in responsible consumption. It is concluded that responsible consumption is based on the idea that the consumer acts as an agent capable of impacting the market through conscious and critical decisions that integrate social, environmental, and economic aspects, ultimately benefiting the population under study.