Abstract

LOZANO RAMIREZ, María Cruz. Knowledge management for the design of information structures on Green Marketing in segments of Young Consumers. El periplo sustentable [online]. 2018, n.34, pp.214-235. ISSN 1870-9036.

This document presents the results of a study whose objective was to identify the information structures on Green Marketing (MV) in segments of Young Consumers to design a content structure that drives their transition to green consumption. The research design was non-experimental and the correlational study applied to a sample of 278 students of an Educational Institution, located in the City of Tijuana, BC, Mexico, the results explain that the variables that best correlate the information structure and determine Purchasing decisions are defined in the intensity dimensions to green consumption, ecological practices, focus on the environment, sensitivity to ecology and behavior of green consumption, in the segments: Very Green and Green, Eco-active / Eco-posts, Consistent ecologists, Green Society and Green Pocket.

Keywords : Green Consumers; Knowledge Management; Green Marketing; Green Products.

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