Análisis del consumo responsable en la geración milennial en la ciudad de Ibarra, año 2026

Abstract

Abstract: This research analyzes responsible consumption behavior among millennials in the city of Ibarra, Ecuador. Using a quantitative and descriptive approach, a survey was administered to 384 people using a structured questionnaire with a Likert scale, evaluating five dimensions: environmental awareness, preference for sustainable products, reduction of excessive consumption, social responsibility in purchasing, and collaborative consumption. The results show that most people have a high degree of environmental awareness, reaching levels above 90% in certain aspects. Despite this, this concern is not always reflected in the choice of sustainable products, as only 49% say they are willing to pay a higher price. This indicates that the economic aspect continues to be a significant limitation. Similarly, social responsibility is the component that receives the least acceptance when deciding on a purchase. In general, the findings allow us to conclude that, although there is a favorable attitude toward caring for the environment, it is still necessary to apply strategies that facilitate the conversion of this awareness into concrete consumption behaviors, especially considering the price and availability of sustainable products.