Eco-marketing Strategies and Environmental Culture in a Peruvian University

Chucuya-Illacutipa E.; Ugarte-Rocha L.; Aroapaza-Asqui G.; Chino-López N.; López-Ñaca A.; Rodriguez-Bustamante F.; Rospigliosi-Salazar A.; Velasquez-Luna A.P.; Cabrera S.V.; Muñante-Melgar D.P.; Yábar-Vega B.Y.P. · Contributions to Finance and Accounting (2024) · DOI: 10.1007/978-3-031-75960-4_34

Resumen

The study relates two study variables: eco-marketing developed in a Peruvian university and environmental culture, both perceived by its students. In a sample of 441 subjects, two questionnaires were applied, whose reliability was previously analyzed using Cronbach’s alpha. The result obtained between both variables provides sufficient evidence to indicate that eco-marketing strategies and environmental culture are moderately correlated. Therefore, it is recommended to strengthen eco-marketing strategies at the university as it will enhance the students’ environmental culture. Finally, it is suggested to replicate the study in other settings to generalize this study’s conclusion. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

Instituciones: Universidad Privada de Tacna