Análisis de factores del modelo de valores de consumo que influyen en el comportamiento de compra de alimentos saludables en Millennials de la zona 6 y 7 de Lima Metropolitana

One of the most notorious changes in consumer behavior occurred as a result of the pandemic, after the appearance of the Covid-19, society has been forced to adapt to new realities. This is how the post-covid consumer has acquired new shopping habits related to hygiene, digitization and healthy living. The present research work pursues to analyze the factors of the model of consumption values that influence healthy food purchase behavior in millennials residing in zone 6 and 7 of Metropolitan Lima. In this study, six variables were evaluated which are functional factor, social factor, emotional factor, epistemic factor, conditional factor and purchase behavior. The methodological approach is quantitative with a non-experimental design and 384 millennials as sample. Among the main findings, it was found that the most influential factor is the conditional factor and the least influential the social factor.

Name thesis:degree_name

Licenciado en Marketing

Level thesis:degree_level

Título Profesional

Discipline thesis:degree_discipline

Marketing

Grantor dc:publisher

Universidad de Lima

Year dc:date.issued

2024

Authors dc:creator

• García Alvarado, Ana Lucía
• Valdivia Ronceros, Natalia Fernanda

Advisor dc:contributor.advisor

• Barnett Valdivia, Neptalí Jesús

• Alimentación saludable
• Comportamiento del consumidor
• Generación Y
• Healthy nutrition
• Consumer behavior
• Generation Y

Statement dc:rights

• info:eu-repo/semantics/openAccess

Licence dc:rights.uri

• https://creativecommons.org/licenses/by-nc-sa/4.0/

Language dc:language.iso

spa

Handle dc:identifier.uri

https://hdl.handle.net/20.500.12724/20236

OAI identifier oai:identifier

oai:repositorio.ulima.edu.pe:20.500.12724/20236