Incidencia del Marketing Ecológico de Productos Alimenticios en la Compra del Consumidor Millennial de Guayaquil

The main objective of this study is to support if the ecological marketing strategies used in mass consumption food products have an impact on the purchase behavior of millennial consumers in the city of Guayaquil. The research that was conducted involves the analysis of both qualitative and quantitative variables: It has a descriptive approach within which a focus group and interviews with experts in the marketing area were used as tools, likewise the article presents a correlational approach where a survey of 396 millennial of the city of Guayaquil whose age range was between 24 and 38 years old was used as a technique. As a result, it is observed that the ecological marketing strategies that are mostly used in food products are linked to the reduction of materials used in the container or packaging, advice on product recycling and reduction of toxic components in its preparation. Finally, it was concluded that there is an average positive correlation between green marketing and the purchasing behavior of millennial consumers in the city of Guayaquil.