Green Marketing in The Decision to Purchase Cosmetic Products

Abstract

Conventional marketing strategies have lost effectiveness by not taking into account as distinctive aspects the changes that society has experienced, such as the growth in consumers' environmental awareness, which is in line with the degradation of our environment. In response to this situation, the concept of ecological marketing has emerged.(GM) arises, which links marketing strategies with practices that ensure the preservation of the ecosystem and appeals to the environmental awareness of consumers and its impact on the purchase decision process (PDP). The main objective of this study is to determine the relationship between GM and its dimensions in the variable Decision to Purchase Cosmetic Products in Millennial consumers, Northern Lima - 2022. The methodology has a cross-sectional, non-experimental approach and a descriptive scope. The sample consisted of 384 millennials, to whom a validated questionnaire that addresses the variables described was applied. The results found a positive relationship between GM and PDP, which is confirmed by Spearman's Rho correlation statistical test (Rho=0.371, Sig. (Bilateral) =0.000; (p ≤0.000). Regarding the dimensions of GM and its relationship with PDP, it was found: product (Rho = 0.216; p = .000 0.05), place (Rho = 0.302; p = .000< .05) and promotion (Rho = 0.186; p = .000< .05). The findings of this study are relevant for companies in the sector, as they demonstrate a direct relationship between the variables analyzed and underline the importance of using green marketing strategies.