La lógica de la inconsistencia: la licencia moral como estrategia cognitiva del consumidor
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Dada la creciente popularidad de los productos ecológicos, es vital comprender qué motiva a las personas a elegirlos. Este estudio presenta un modelo que busca aclarar cómo el código ético personal y los hábitos previos de un individuo interactúan con la justificación interna de permitirse una recompensa, lo que finalmente moldea su decisión de compra. Para lograrlo, se desarrolló una investigación numérica que recopiló datos a través de encuestas distribuidas mediante una red de contactos. Posteriormente, se aplicó un análisis estadístico avanzado para examinar las conexiones entre las variables psicológicas. Los resultados principales indican que el sentido del deber personal es el factor más determinante para la compra. Sin embargo, el hallazgo más llamativo es que la sensación de haber acumulado un "crédito" por acciones pasadas no fomenta la coherencia, sino que, por el contrario, intensifica el debate interno del individuo, complicando su elección final. Este trabajo ofrece información valiosa para quienes se dedican a la estrategia comercial, la comunicación de marcas y el diseño de políticas públicas orientadas a incentivar un consumo más consciente.
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Diana Dashira Sánchez-Armijos, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0000-1199-8847
Graduada en Mercadotecnia
Yaritza Zoila Suriaga-Ramon, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0004-0604-356X
Graduada en Mercadotecnia
Lorenzo Bonisoli, Universidad Técnica de Machala
https://orcid.org/0009-0004-0604-356X
Profesor titular, Facultad de Ciencias Empresariales, Universidad Técnica de Machala.
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