Análisis del consumo responsable en la generación millennial en la provincia del Azuay, año 2025

Abstract

Abstract: The analysis of responsible consumption in the millennial generation of Azuay (2025) seeks to understand how these young people behave in relation to sustainability, beyond simply buying less. It examines whether they consider environmental impact, working conditions, and the consistency of brands with the values they claim to uphold. Millennials are characterized as a connected, well-informed generation with social awareness, and the analysis is situated in Azuay, where price, access to sustainable products, and available information play an important role. Methodologically, it is a non-experimental, descriptive, and quantitative study, applied to a sample of 384 millennials from Cuenca through Likert-scale surveys. The results show a clear inclination toward responsible consumption, but one that is conditioned by practicality: price, convenience, and ease of access. The thesis concludes that this generation represents an opportunity to promote responsible practices, provided that companies and authorities communicate their actions more effectively and offer accessible alternatives that are consistent with the values millennials prioritize.