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Consumo responsable: prácticas de ahorro energético de la generación Y de ciudadanos de Guayaquil

Abstract:

The following investigation, with a descriptive quantitative approach, is aimed to identify responsible consumers habits and profiles within the Generation Y from Guayaquil. The sample was underdetermined since there are no investigations and information done my the latest census with the age range that this target if investigation has (INEC, 2010), taking into consideration that the target age range goes from 24 to 30 years old according to the most significant investigations conducted (Deloitte, 2019). This is a part of a broader investigation about responsible consumers, but also about the following variables: recycling, recovery and reuse, energy saving, water consumption, transport and mobility, and purchasing behavior. The results showed that Generation Y has a high level of responsible consumption, that there are 3 types of responsible consumers within this generation; and in terms of water consumption, the theme that was deepened in this research, have a medium to low responsible consumption behavior.