Consumption Habits, Preferences, and Perceptions of Consumers of Eco-Friendly Clothing in the Altas Montañas Region of Veracruz
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Abstract
Analysis of the eco-friendly clothing market can offer opportunities to link artisanal production with sustainable innovation. To do so, it is necessary to identify the factors that influence purchasing decisions. The objective of this research was to analyze the eco-friendly clothing market and consumer behavior in the high mountain region. Quantitative, non-experimental, cross-sectional, descriptive research. Non-probability convenience sample of potential consumers between the ages of 25 and 70 residing in the high mountains. The instrument was designed with 24 items comprising general data and five dimensions (consumption habits and preferences, supply and demand, sales price, commercial strategies (social networks), and distribution channels). The instrument was validated by expert judgment with CVI indices greater than 0.83. Results and conclusions: The market for eco-friendly clothing has significant potential in the high mountain region of Veracruz. The sustainable consumer profile is characterized by women with higher education, middle incomes, and a preference for products that balance sustainability and design. However, the willingness to pay higher prices remains limited. Social media, especially Facebook and Instagram, are the most influential channels for promoting eco-friendly fashion.
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Jorge Alberto Galán-Montero, TecNM/Instituto Tecnológico de Orizaba - México
https://orcid.org/0009-0005-0252-4339
Master's degree in Administrative Engineering from the Orizaba Institute of Technology. He holds a degree in Industrial Engineering from the Orizaba Institute of Technology and a degree in Business Administration from the University of Veracruz. He has professional experience in the financial sector as an area manager at Provident Financial. He also has experience in sales as an Institutional Sales Manager for the La Cruz Azul Cooperative, Lagunas Oaxaca plant. He also has experience in the food sector as an Administrative Manager at the Papaloapan Distillery. Since 2010, he has participated as an adjunct professor in the Industrial Engineering program, holding administrative positions such as Head of the Academic Department.
Katherine Bravo-Ariza, TecNM/Instituto Tecnológico de Orizaba
https://orcid.org/0009-0005-5023-896X
Industrial Engineer from the University of the Americas–Puebla.
Experience in the automotive industry in the areas of production scheduling and control, production, and product engineering.
Master's degree in Educational Sciences from the Universidad Azteca.
Full-time professor at TECNM-Orizaba Institute of Technology.
Head of the Methods Engineering Laboratory.
María Guadalupe de la Cruz-Altamirano, TecNM/Instituto Tecnológico de Orizaba - México
https://orcid.org/0009-0000-9956-6538
Professor of Industrial Engineering Program at Instituto Tecnológico de Orizaba.
Master´s Degree in Industrial Engineering and Bachelor’s Degree in Industrial Engineering from the Instituto Tecnológico de Orizaba.
Kikey Gonzalez-Fernandez, TecNM/Instituto Tecnológico de Orizaba
https://orcid.org/0009-0002-0861-1466
Chemical industrial engineer with experience in the sugar industry, professor at the National Polytechnic Institute, head of research projects for the General Directorate of Technological Institutes, academic deputy director and professor at the Orizaba Institute of Technology, advisor on creativity and innovation project competitions, and participation in research projects in logistics and supply chains.
Martha Patricia Quintero-Fuentes, TecNM/Instituto Tecnológico de Orizaba - México
https://orcid.org/0000-0002-6866-9734
Professor at the Instituto Tecnológico de Orizaba. Postgraduate professor at the Colegio Interdisciplinario de Especialización.
PhD in Strategic Planning and Technology Management from the Universidad Popular Autónoma del Estado de Puebla.
Master's degree in Administration from the Universidad Popular Autónoma del Estado de Puebla. Bachelor's degree in Industrial Engineering from the Instituto Tecnológico de Orizaba and Bachelor's degree in Accounting from the Universidad Veracruzana. Member of the Sistema Nacional de Investigadoras e Investigadores (SNII) Candidate Level. Publications in various specialized journals.
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