Detrás del sorbo: un viaje sensorial en la intención de compra de bebidas vegetales en la juventud ecuatoriana
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La siguiente investigación proporciona un análisis detallado de los factores que influyen en la intención de compra de bebidas vegetales. El estudio se centra en la generación Z ecuatoriana y analiza las variables que influyen en su satisfacción y, por ende, en su decisión de compra. El estudio utiliza un modelo basado en datos sintéticos y ecuaciones estructurales para analizar las relaciones entre las variables. Se recolectaron datos de 630 observaciones sintéticas generadas en una base de 50 respondientes de la generación Z y la técnica SEM PLS se utilizó para interpretar las respuestas. Los hallazgos indicaron que las motivaciones intrínsecas, introyectadas y presión social no tienen un efecto significativo mientras que las variables de contenido natural, atractivo sensorial y motivación identificada influyen en la intención de compra y por ende inciden de manera positiva en la Satisfacción. Estos resultados pueden guiar a que las empresas que producen bebidas vegetales deben enfocarse en resaltar el contenido natural y el atractivo sensorial de sus productos en sus estrategias de marketing.
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Danny Joel Plasencia-Pinta , Universidad Técnica de Machala - Ecuador
http://orcid.org/0009-0004-2052-6621
Estudiante de Licenciatura de Mercadotecnia de la Universidad Técnica de Machala, apasionado al marketing digital y al marketing verde.
Jeilit Scarleth Rios-Calderon , Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0009-8325-3487
Estudiante de Licenciatura de Mercadotecnia de la Universidad Técnica de Machala, asesora de ventas desde el 2020.
Ximena Solange Coyago-Loayza , Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-7433-8683
Docente en la Universidad Técnica de Machala desde 2022, Publista digital y estratega desde 2012, Máster en Comunicación Digital (Universidad Casa Grande) en el 2021. Áreas de investigación: Marketing Digital, Marketing Sostenible y Marketing Estratégico.
Lorenzo Bonisoli , Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0003-3336-5658
Docente titular en la Universidad Técnica de Machala desde 2013, Doctor en Filosofía (Università Cattolica di Milano - Italia) en 2002, Master of Business Administration (Cranfield University – UK) in 2011 y Doctorado en Ciencias Económicas (Universidad de Almería – España) en 2020. Areas de investigación: Sostenibilidad, Marketing Estratégico, Marketing Sostenible.
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