Abstract

GUTIERREZ ARAGON, Óscar; GASSIOT MELIAN, Ariadna  and  NEBOT LOPEZ, Alba. The Consumers' Purchase Behaviour and Attitude towards Greenwashing. Comparative Study between Consumers in Territories with Different Economic Development. rev.univ.empresa [online]. 2022, vol.24, n.42, e04.  Epub June 26, 2022. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.10639.

The consumers' purchase behaviour is one of the social attitudes that has a high interest in research on communication and marketing. The objective of this study is to carry out a comparative analysis of this type of behaviour in two territories whose economic development is substantially different in terms of consumer acceptance of not very respectful business practices with the environment (e.g. greenwashing). Based on the study from Colombia, the methodology has been replicated and a similar survey of consumers in Catalonia has been developed, in order to be able to compare the results and analyse the influence of different variables and determining the consumers' purchase decision-making factors in both territories. The study concludes that Colombian consumers have 10.5% less respect for the environment in their purchasing behaviour compared to Catalan consumers.

Keywords : Purchase behaviour; economic development; greenwashing; socially responsible consumer; green marketing.

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