Análisis del consumo responsable en la generación Millenial del cantón Ambato, parroquia Atocha-Ficoa. Año 2025

Abstract

Abstract: This research analyzes responsible consumption among the millennial generation in the Atocha-Ficoa parish of Ambato canton, with the purpose of understanding how this group incorporates environmental, social, and economic criteria into their purchasing decisions. The study adopted a quantitative approach with a descriptive design and applied a Likert-scale survey to a representative sample of the millennial population. The results show a favorable disposition toward responsible consumption practices, particularly in aspects related to environmental awareness and corporate social responsibility. Based on these findings, a proposal was developed to strengthen responsible consumption at the local level, structured around strategic axes, viable actions, involved stakeholders, expected benefits, a reference budget, and an implementation schedule. The contribution of this study lies in providing empirical evidence on millennial consumption behavior and offering an applicable proposal that contributes to the sustainable development of the parish.