Sip by sip: a sensory journey into the purchase intent of plant-based beverages in ecuador's youth

Main Article Content

Danny Joel Plasencia-Pinta
Jeilit Scarleth Rios-Calderon
Ximena Solange Coyago-Loayza
Lorenzo Bonisoli

Abstract

The following research provides a detailed analysis of the factors that influence the purchase intention of vegetable beverages. The study focuses on the Ecuadorian Generation Z and analyzes the variables that influence their satisfaction and, therefore, their purchase decision. The study uses a model based on synthetic data and structural equations to analyze the relationships between variables. Data were collected from 630 synthetic observations generated from a base of 50 Generation Z respondents and the SEM PLS technique was used to interpret the responses. The findings indicated that intrinsic, introjected and social pressure motivations have no significant effect while natural content, sensory appeal and identified motivation variables influence purchase intention and thus positively affect Satisfaction. These results can guide that companies producing vegetable beverages should focus on highlighting the natural content and sensory appeal of their products in their marketing strategies

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How to Cite
Plasencia-Pinta , D. ., Rios-Calderon , J. ., Coyago-Loayza , X. ., & Bonisoli, L. (2024). Sip by sip: a sensory journey into the purchase intent of plant-based beverages in ecuador’s youth. 593 Digital Publisher CEIT, 9(3), 980-993. https://doi.org/10.33386/593dp.2024.3.2434
Section
Investigaciones /estudios empíricos
Author Biographies

Danny Joel Plasencia-Pinta , Universidad Técnica de Machala - Ecuador

http://orcid.org/0009-0004-2052-6621

Marketing student at the Technical University of Machala, passionate about digital marketing and green marketing. 

Jeilit Scarleth Rios-Calderon , Universidad Técnica de Machala - Ecuador

https://orcid.org/0009-0009-8325-3487

Marketing student at the Technical University of Machala, sales consultant since 2020. 

Ximena Solange Coyago-Loayza , Universidad Técnica de Machala - Ecuador

https://orcid.org/0000-0002-7433-8683

Professor at the Universidad Técnica de Machala since 2022, digital publisher and strategist since 2012, Master in Digital Communication (Casa Grande University) in 2021. Research areas: Digital Marketing, Sustainable Marketing 

and Strategic Marketing. 

Lorenzo Bonisoli , Universidad Técnica de Machala - Ecuador

https://orcid.org/0000-0003-3336-5658

https://orcid.org/0000-0003-3336-5658

Full professor at the Technical University of Machala since 2013, PhD in Philosophy (Università Cattolica di Milano - Italy) in 2002, Master of Business Administration (Cranfield University - UK) in 2011 and PhD in Economics (University of Almeria - Spain) in 2020. Research areas: Sustainability, Strategic Marketing, Sustainable Marketing. 

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