Comparación de las actitudes e intenciones en relación a la sostenibilidad entre generaciones y género: una perspectiva de los consumidores de Estados Unidos

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Publicado 19-01-2023
Bridget Satinover Nichols
Jennifer Wehr Holt

Resumen

A medida que las empresas se centran cada vez más en iniciativas relacionadas con la sostenibilidad corporativa y ofrecen más productos relacionados con la sostenibilidad, es necesario evaluar continuamente las actitudes de los consumidores hacia el consumo sostenible y su implicación en él. Además, es necesario determinar si algunas características de los consumidores pueden tipificar su forma de pensar, sentir y comportarse ante iniciativas en materia de sostenibilidad. A partir de una muestra online de 1.250 consumidores de Estados Unidos, la presente investigación utiliza un diseño de sección transversal para examinar si la cohorte generacional y el género ayudan a explicar las variaciones en la forma en que los consumidores reaccionan ante la noción de sostenibilidad. Esta investigación también se centra en la sostenibilidad en la industria alimentaria y de comestibles. Los resultados sugieren que las actitudes hacia la sostenibilidad y el grado en que los consumidores consideran que ésta es importante son más positivos para los consumidores más jóvenes y las mujeres. La generación del Baby Boomer está menos interesada en el consumo sostenible y es menos probable que se deje convencer por las afirmaciones de sostenibilidad. Las principales limitaciones de este estudio residen en que los datos se recogieron únicamente a través de declaraciones de los propios consumidores en Estados Unidos. Para los comercializadores que promueven productos relacionados con la sostenibilidad, estos datos deberían ayudarles a entender mejor los segmentos del mercado estadounidense y a desarrollar iniciativas promocionales más exitosas. Conocer los aspectos de la forma de pensar de las cohortes generacionales sobre la sostenibilidad y cómo pueden tenerla en cuenta a la hora de tomar decisiones de compra debería motivar a los profesionales del marketing a utilizar estas diferencias a la hora de crear su marketing mix. Aunque algunos vendedores se están alejando de las tácticas promocionales basadas en el género, los resultados también sugieren que la segmentación por género podría seguir siendo útil cuando se trata de productos relacionados con la sostenibilidad.

Cómo citar

Satinover Nichols, B., & Wehr Holt, J. (2023). Comparación de las actitudes e intenciones en relación a la sostenibilidad entre generaciones y género: una perspectiva de los consumidores de Estados Unidos. Cuadernos De Gestión, 23(1), 51–62. https://doi.org/10.5295/cdg.211647bs
Abstract 777 | PDF (English) Downloads 390

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Keywords

Sostenibilidad, Comestibles, Triple cuenta de resultados, Teoría de cohortes, Comportamiento del comprador, Actitudes de sostenibilidad

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