Influencia de la Actitud, Norma Subjetiva y Control Conductual Percibido sobre la Intención de Compra de Productos Ecoamigables de Higiene Oral.

Abstract

This degree work is the result of the degree option of Research Work, which seeks to determine what is the Influence of Attitude, Subjective Norm and Perceived Behavioral Control on the Intention to Purchase Eco-friendly Oral Hygiene Products. During this work, new knowledge could be obtained in an unknown area. In addition to being able to open doors with this work for future research related to other fields, allowing knowledge to be expanded in a better way. At the same time, it allowed me to put into practice what I learned throughout my university career. This work focuses on marketing from the theory of planned behavior to demonstrate up to what percentage behavior can be predicted, providing new knowledge to the industry and future marketers on how to approach certain processes. In this research it was shown that all generations are interested in having socially responsible practices that help the environment. Finally, it is suggested that after this investigative work, effective strategies aimed at consumers can be implemented to educate them about the importance of choosing ecological products, taking into account climate change.