Maketing Verde y su influencia en la decisión de compra de productos orgánicos, en Manta.

Abstract

The objective of this study was to determine the impact of Green Marketing on the decision to purchase organic products in the city of Manta. The methodology was quantitative, and the Cronbach's alpha coefficient was determined to be 0.893 determined by analysis with SPSS, where Spearman's Rho coefficient was applied based on the results of the survey. Green Marketing and Purchase Decision were analyzed together. The findings showed significant and positive relationships in Green Marketing and the purchase decision, because the use of biodegradable packaging, product innovation and communication positively alter the motivation and perception of consumption about organic products. It is concluded that green marketing has gained great importance, and that its preference and loyalty to consumers in Manta are increasing.