TY  - JOUR 
TI  - La influencia de pares como antecedente de la actitud y la capacidad de innovación en el comportamiento ecológico
PB  - Universidad Icesi
PY  - 2019
issn 0123-5923
AB  - The mediating relationship between peer influence and ecological, behavioral action of the attitudes (affective and verbal) and consumer’s ability to innovate is analyzed. A structural equations model with 521 cases validates that peer groups influence positively the affective attitude and the ability to innovate, and that both attitudes have an effect on behavioral action. Thus, the social group close to consumer stimulates the testing, change, and purchase of ecological products. Together, for communication strategies that aim at stimulating ecological behaviors, affective-cognitive messages are relevant since ecological purchase depends on discourse’s emotional impact, while ecological participation is subject to rational arguments.
KW  - Capacidad
KW  - Innovación
KW  - Estrategia de comunicación
KW  - Estrategias de marketing
KW  - Comportamiento del consumidor
KW  - Consumo responsable
KW  - Conservación del medio ambiente
KW  - Impacto ambiental
UR  - http://repository.icesi.edu.co/biblioteca_digital/handle/10906/85234
ER  -