La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá
ilustraciones, diagramas, figuras, fotografías
- Autores:
-
Suarez Gutiérrez, Sergio Andrés
- Tipo de recurso:
- Fecha de publicación:
- 2023
- Institución:
- Universidad Nacional de Colombia
- Repositorio:
- Universidad Nacional de Colombia
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unal.edu.co:unal/85407
- Palabra clave:
- 650 - Gerencia y servicios auxiliares::658 - Gerencia general
Publicidad ilícita
Consumo -- Aspectos morales
Marketing ecológico
Productos ecológicos
Deceptive advertising
Consumption (Economics)-Moral and ethical aspects
Green marketing
Green products
Administración de empresas
Business Enterprises - Management
Consumidor
Cosméticos
Medio ambiente
Greenwashing
Brand equity
Environment
Consumer
Cosmetics
Ecoimpostura
Champú
Shampoo
- Rights
- openAccess
- License
- Reconocimiento 4.0 Internacional
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| dc.title.spa.fl_str_mv |
La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá |
| dc.title.translated.eng.fl_str_mv |
The relationship of greenwashing and green brand equity mediated by green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust in the purchase of green brand shampoo in Bogotá |
| title |
La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá |
| spellingShingle |
La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá 650 - Gerencia y servicios auxiliares::658 - Gerencia general Publicidad ilícita Consumo -- Aspectos morales Marketing ecológico Productos ecológicos Deceptive advertising Consumption (Economics)-Moral and ethical aspects Green marketing Green products Administración de empresas Business Enterprises - Management Consumidor Cosméticos Medio ambiente Greenwashing Brand equity Environment Consumer Cosmetics Ecoimpostura Champú Shampoo |
| title_short |
La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá |
| title_full |
La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá |
| title_fullStr |
La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá |
| title_full_unstemmed |
La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá |
| title_sort |
La relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá |
| dc.creator.fl_str_mv |
Suarez Gutiérrez, Sergio Andrés |
| dc.contributor.advisor.none.fl_str_mv |
Sanchez Torres, Javier Alirio Montoya Restrepo, Luz Alexandra |
| dc.contributor.author.none.fl_str_mv |
Suarez Gutiérrez, Sergio Andrés |
| dc.contributor.researchgroup.spa.fl_str_mv |
Management and Marketing (m&m) |
| dc.subject.ddc.spa.fl_str_mv |
650 - Gerencia y servicios auxiliares::658 - Gerencia general |
| topic |
650 - Gerencia y servicios auxiliares::658 - Gerencia general Publicidad ilícita Consumo -- Aspectos morales Marketing ecológico Productos ecológicos Deceptive advertising Consumption (Economics)-Moral and ethical aspects Green marketing Green products Administración de empresas Business Enterprises - Management Consumidor Cosméticos Medio ambiente Greenwashing Brand equity Environment Consumer Cosmetics Ecoimpostura Champú Shampoo |
| dc.subject.lcc.spa.fl_str_mv |
Publicidad ilícita Consumo -- Aspectos morales Marketing ecológico Productos ecológicos |
| dc.subject.lcc.eng.fl_str_mv |
Deceptive advertising Consumption (Economics)-Moral and ethical aspects Green marketing Green products |
| dc.subject.lemb.spa.fl_str_mv |
Administración de empresas |
| dc.subject.lemb.eng.fl_str_mv |
Business Enterprises - Management |
| dc.subject.proposal.spa.fl_str_mv |
Consumidor Cosméticos Medio ambiente |
| dc.subject.proposal.eng.fl_str_mv |
Greenwashing Brand equity Environment Consumer Cosmetics |
| dc.subject.wikidata.spa.fl_str_mv |
Ecoimpostura Champú |
| dc.subject.wikidata.eng.fl_str_mv |
Shampoo |
| description |
ilustraciones, diagramas, figuras, fotografías |
| publishDate |
2023 |
| dc.date.issued.none.fl_str_mv |
2023 |
| dc.date.accessioned.none.fl_str_mv |
2024-01-23T15:12:54Z |
| dc.date.available.none.fl_str_mv |
2024-01-23T15:12:54Z |
| dc.type.spa.fl_str_mv |
Trabajo de grado - Maestría |
| dc.type.driver.spa.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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info:eu-repo/semantics/acceptedVersion |
| dc.type.content.spa.fl_str_mv |
Text |
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http://purl.org/redcol/resource_type/TM |
| status_str |
acceptedVersion |
| dc.identifier.uri.none.fl_str_mv |
https://repositorio.unal.edu.co/handle/unal/85407 |
| dc.identifier.instname.spa.fl_str_mv |
Universidad Nacional de Colombia |
| dc.identifier.reponame.spa.fl_str_mv |
Repositorio Institucional Universidad Nacional de Colombia |
| dc.identifier.repourl.spa.fl_str_mv |
https://repositorio.unal.edu.co/ |
| url |
https://repositorio.unal.edu.co/handle/unal/85407 https://repositorio.unal.edu.co/ |
| identifier_str_mv |
Universidad Nacional de Colombia Repositorio Institucional Universidad Nacional de Colombia |
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spa |
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spa |
| dc.relation.references.spa.fl_str_mv |
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Reconocimiento 4.0 Internacionalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Sanchez Torres, Javier Alirio4395935d507fe8949f29445062e743a3Montoya Restrepo, Luz Alexandraed58c2c5e55d210b2bc95b36343fdc79Suarez Gutiérrez, Sergio Andrés30e185d4495dd7cc189e1844fc809805Management and Marketing (m&m)2024-01-23T15:12:54Z2024-01-23T15:12:54Z2023https://repositorio.unal.edu.co/handle/unal/85407Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, diagramas, figuras, fotografíasLa nueva era ambiental ha hecho que los consumidores opten por alternativas amigables con el medio ambiente, haciendo que paguen más por productos ecológicos; las empresas responden a estas nuevas necesidades utilizando estrategias comerciales engañosas (greenwashing). El objetivo de este estudio es explorar sí el greenwashing influye en el green brand equity mediado por el green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en Bogotá, utilizando las teorías de riesgo percibido, lealtad del consumidor, legitimidad y señalización. Se realizo una revisión de literatura para identificar cuáles son los mediadores y moderadores en la relación (GW) y (GBE); luego se realizó un estudio cuantitativo donde se aplicó una encuesta aleatoria a personas que viven en la ciudad de Bogotá y que utilizan champú, con una muestra de 394 y se utilizó el modelado de ecuaciones estructurales de mínimos cuadrados parciales para analizar los datos. Los hallazgos muestran que GW no está relacionado significativamente con GBE; el GW tiene una relación negativa con GL y una relación positiva con GPR; GL desempeña un papel mediador en esta relación excepto GBI, GS, GPR y GT; GBI, GS, GL, y GT se asocian significativamente como impulsores de GBE y GC no tiene efecto moderador en la relación GW-GBE. Esto quiere decir que GW si afecta a GBE a través de GL; este estudio es pionero en combinar las teorías de legitimidad, riesgo percibido, señalización y lealtad en un mismo modelo. (Texto tomado de la fuente)The new environmental era has made consumers opt for environmentally friendly alternatives, causing them to pay more for green products; companies respond to these new needs by using deceptive commercial strategies (greenwashing). The objective of this study is to explore whether greenwashing influences green brand equity mediated by green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust in the purchase of green brand shampoo in Bogotá, using the theories of perceived risk, consumer loyalty, legitimacy and signaling. A literature review was conducted to identify which are the mediators and moderators in the relationship (GW) and (GBE); then a quantitative study was conducted where a random survey was applied to people living in the city of Bogota who use shampoo, with a sample of 394, and partial least squares structural equation modeling was used to analyze the data. The findings show that GW is not significantly related to GBE; GW has a negative relationship with GL and a positive relationship with GPR; GL plays a mediating role in this relationship except GBI, GS, GPR, and GT; GBI, GS, GL, and GT are significantly associated as drivers of GBE; and GC has no moderating effect on the GW-GBE relationship. This means that GW does affect GBE through GL; this study is pioneering in combining the theories of legitim.MaestríaMagíster en AdministraciónGestión funcional (Mercadeo)110 páginasapplication/pdfspaUniversidad Nacional de ColombiaBogotá - Ciencias Económicas - Maestría en AdministraciónFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede Bogotá650 - Gerencia y servicios auxiliares::658 - Gerencia generalPublicidad ilícitaConsumo -- Aspectos moralesMarketing ecológicoProductos ecológicosDeceptive advertisingConsumption (Economics)-Moral and ethical aspectsGreen marketingGreen productsAdministración de empresasBusiness Enterprises - ManagementConsumidorCosméticosMedio ambienteGreenwashingBrand equityEnvironmentConsumerCosmeticsEcoimposturaChampúShampooLa relación del greenwashing y el green brand equity mediado por green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust en la compra de champú de marcas verdes en BogotáThe relationship of greenwashing and green brand equity mediated by green perceived risk, green loyalty, green brand image, green satisfaction, green concern, green trust in the purchase of green brand shampoo in BogotáTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMBogotá, ColombiaColombiaAji, H. 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