GREEN CONSUMER BEHAVIOR IN MEXICO: AN APPROACH FROM THE PERSPECTIVE OF SUSTAINABLE MARKETING

The objective of the research was to analyze sustainability and social development, in the search to determine the relationship between the constructs: Ecological Affect (EA), Ecological Concern (EC) and Ecological Knowledge (EK); And green purchasing behavior (GPB) in consumers (as a single field of application, not to be analyzed for companies, public persons, places or brands). It was a quantitative descriptive study in a sample of 1,550 (valid 96.3%) consumers chosen according to the criterion of convenience (men and women between 21 and 55 years), made in the first half of 2015 in the States of Puebla, Tlaxcala, Guanajuato, San Luis Potosí, Tabasco and Querétaro, the most important states of Mexico. With the personal application of questionnaires using the Likert scale, from 1 to 5. Regarding the measurement of dependent and independent variables, he used the various subscales that make up the revised scale of attitudes and environmental knowledge (EAKS) by Maloney et al. [40]. In conclusion, the relationship between sustainability and social development, in the search to determine the relationship between the constructs: Ecological Affection (EA), Ecological Concern (EC) and Ecological Knowledge (EK); And the behavior of purchases of sustainable green-organic products (green purchasing behavior GPB), it has been identified that the intensity of the association between these scales of behavior, that the purchase or choice of a product of this type goes beyond the quality and price. The consumer in Mexico presents a positive attitude toward the purchase of organic products and is even willing to stop buying those companies that pollute. The mexican consumer is a Prosumer [74], who hopes to participate in the design and production of products that incorporate environmental factors, as an additional factor to those traditionally contemplated.