Decisión de Compra de la Generación Z y su Relación con el Marketing Ecológico

The degradation of the ecosystem at a global level has concerned different actors in society, and new generations have emerged, interested in preserving the environment. Faced with this situation, companies have been forced to propose strategies that preserve, on the one hand, the ecosystem where they carry out their economic activities and, on the other, capture the attention of the new consumers concerned about that. The purpose of this research was to establish the degree of association between ecological marketing (Mkt. Eco.) and the consumer purchase decision process of Generation Z (PDCZ). An empirical study was carried out by using Spearman's Rho correlation coefficient, and a number of 687 people from Generation Z represented the sample. The main result obtained was the existence of a linear relationship between the variables defined as weak positive (Rho 0.41, rho 2 16.81%), which evidenced the little relationship between the study variables, a conclusion that is justified given the economic recession imposed by COVID-19, with other factors such as price and quality that impacted on the consumer purchase decision process of Generation Z.