TITLE:
Green Marketing and Its Incidence in the Decisions of Purchase of Peruvian University Students
AUTHORS:
Víctor Hugo Fernández-Bedoya, Ambrocio Teodoro Esteves-Pairazamán, Rosario Violeta Grijalva-Salazar, Walter Gregorio Ibarra-Fretell, Susana Edita Paredes-Díaz, Josefina Amanda Suyo-Vega, Mónica Elisa Meneses-La-Riva, Jorge Luís Aníbal Baldárrago-Baldárrago, Víctor Raúl Reátegui-Paredes, Robert Willie Chávez-Mayta
KEYWORDS:
Green Marketing, Purchasing Decisions, Consumer, University Students, Lima
JOURNAL NAME:
Modern Economy,
Vol.11 No.1,
January
8,
2020
ABSTRACT: There is a current problem that companies have when
they do not know if their position declared through green marketing is
effective or not, since there are no studies that prove its real impact on the
young population, specifically on university students in Lima, so the research
question is: how green marketing affects the purchasing decisions of university
students in Lima, 2019? Before that, it is proposed as a hypothesis: green
marketing positively affects the purchasing
decisions of university students in Lima, 2019. The study is of an applied and explanatory
type, with a non-experimental cross-sectional design. We obtained data
from a sample of 622 university students from Lima, Peru, which when treated
through the Pearson Chi-Square test allows us to validate the hypotheses
raised.