Eco-compras: explorando el impacto del valor verde en la decisión del consumidor.

The objective of this article is to analyze how purchase intention interacts with brand attitude and organic attitude in the consumer, considering the green value factor. The methodology is based on a quantitative analysis of data through a survey. To collect the data, a questionnaire of 26 items related to the study variables was developed, which were measured with a seven-points Likert scale. The final sample consisted of 226 people through a non-probabilistic convenience sampling technique. SEM-PLS statistical software was used for data processing. The results showed that emotional and functional value significantly influence brand attitude and organic attitude, while conditional and social value do not influence either. Of the two attitudes, it stands out that only brand attitude influences purchase intention. This allows us to understand that the attitude towards the brand has an important impact on the purchasing decisions that a consumer makes and is above the organic attitude. With this, it is concluded that the customer bases the purchase of the functional organic product on three aspects: the value of the product, the emotional value and the attitude that he develops towards the brand. [ABSTRACT FROM AUTHOR]