<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1994-3733</journal-id>
<journal-title><![CDATA[Revista Perspectivas]]></journal-title>
<abbrev-journal-title><![CDATA[Perspectivas]]></abbrev-journal-title>
<issn>1994-3733</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica Boliviana San Pablo, Unidad Académica Regional Cochabamba]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1994-37332024000100031</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Factores que influyen en el comprador de productos ecológicos]]></article-title>
<article-title xml:lang="en"><![CDATA[Factors influencing the buyer of eco-friendly products]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Torrico Castellon]]></surname>
<given-names><![CDATA[Nicole Natalie]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Almeida Cardona]]></surname>
<given-names><![CDATA[Rodrigo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica Boliviana &#8220;San Pablo&#8221; Departamento de Administración, Economía y Finanzas ]]></institution>
<addr-line><![CDATA[Cochabamba ]]></addr-line>
<country>Bolivia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Católica Boliviana &#8220;San Pablo&#8221; Sede Cochabamba ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Bolivia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>05</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>05</month>
<year>2024</year>
</pub-date>
<numero>53</numero>
<fpage>31</fpage>
<lpage>70</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S1994-37332024000100031&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S1994-37332024000100031&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S1994-37332024000100031&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Actualmente los consumidores muestran una creciente preocupación por cuestiones medioambientales, lo que influye en sus decisiones de compra. Esto ha impulsado a las empresas a considerar este cambio en el comportamiento de los consumidores al tomar decisiones estratégicas y satisfacer de manera más eficaz sus necesidades, incluyendo la creación de productos ecológicos. Esta investigación tiene por objetivo determinar los factores que influyen en el consumidor para la adquisición de productos ecológicos en jóvenes adultos que pertenecen a la generación millennial en la ciudad de Cochabamba, este objetivo fue logrado mediante la adopción del modelo propuesto por los autores Estrada, Cantú, Torres y Barajas (2020). Los resultados se obtuvieron mediante una encuesta realizada a 374 personas, posteriormente se realizó el análisis estadístico de los datos obtenidos que coadyuvaron a contrastar las hipótesis planteadas. De este modo, para el análisis de los resultados se aplicó el análisis multivariado mediante el modelo de ecuaciones estructurales, mediante el programa Smart PLS, como también el programa IBM SPSS para procesar el análisis factorial. Dichos resultados demostraron que la actitud hacia la marca verde, el eco-etiquetado y por último el posicionamiento de la marca, son los principales factores que influyen en la intención de compra de productos ecológicos.  CLASIFICACIÓN JEL:  M30, M31, C10.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Currently, consumers show a growing concern for environmental issues, which influences their purchasing decisions. This has driven companies to consider this shift in consumer behavior when making strategic decisions and more effectively meeting their needs, including the creation of eco- friendly products. This research aims to determine the factors that influence consumers&#8217; acquisition of eco-friendly products among young adults belonging to the millennial generation in the city of Cochabamba. This objective was achieved by adopting the model proposed by authors Estrada, Cantú, Torres, and Barajas (2020). The results were obtained through a survey of 374 people, followed by the statistical analysis of the data obtained, which helped to test the hypotheses proposed. Thus, for the analysis of the results, multivariate analysis was applied using the structural equation modeling (SEM) approach, through the Smart PLS program, as well as the IBM SPSS program to process the factorial analysis. These results demonstrated that attitude towards the green brand, eco-labeling, and brand positioning are the main factors influencing the intention to purchase eco-friendly products.  JEL CLASSIFICATION:  M30, M31, C10.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Productos ecológicos]]></kwd>
<kwd lng="es"><![CDATA[Sustentabilidad]]></kwd>
<kwd lng="es"><![CDATA[Eco-etiqueta]]></kwd>
<kwd lng="es"><![CDATA[Intención de compra]]></kwd>
<kwd lng="en"><![CDATA[Green products]]></kwd>
<kwd lng="en"><![CDATA[Sustainability]]></kwd>
<kwd lng="en"><![CDATA[Eco-label]]></kwd>
<kwd lng="en"><![CDATA[Purchase intention]]></kwd>
</kwd-group>
</article-meta>
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