Abstract

GUERRA ARAGONE, Pablo Augusto. About the profile of companies and products preferred by millennial university students in Uruguay in the field of responsible consumption. Pensam. gest. [online]. 2020, n.48, pp.169-194.  Epub May 10, 2021. ISSN 1657-6276.

The objective of this paper is to analyze the link between the consumption patterns oriented by social, ethical and environmental dimensions, with responsible consumption trends. Within the framework of a research project about the responsible consumption patterns in the Uruguayan's millennial generation of the university population, the results of an opinion poll show an important predisposition towards consumption forms that incorporate social and environmental aspects. The statistical sample corresponds to a non-probability sample of 328 cases. Specifically, 14 variables will be analyzed according to university degree and sex.

In conclusion, we observe a more responsible opinion among women, although it does not always acquire statistical relevance, and when this occurs, it is with low values.

Unfortunately, the sample size does not allow us to draw conclusions about how the type of university degree studied affects behavior. Even so, it would seem that the students of some careers such as engineering or law show a behavior less affected by the socioenvironmental and ethical dimensions, in both the students of careers such as Architecture and the whole of the Social Sciences (we do not include the econommics sciences here) behave more responsibly.

Although in the analysis compared to other research it is not clear whether or not there is an association between responsible consumption and new generations, our study shows that certain patterns of responsible consumption are affecting the majority of millennial university students, an aspect that would be confirming a correlation between educational levels and responsible consumption.

Keywords : Uruguay; responsible consumption; millennials.

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