Social media as a key channel in the credibility and dissemination of ecological information: impact by generation and gender
DOI:
https://doi.org/10.71112/1c7jhm23Keywords:
sustainability, green marketing, consumer preferences, environmental evidence, ecological certificationAbstract
The objective of this study was to analyze the preferences of 1,968 individuals based on the types of evidence that generate the greatest trust in the ecological authenticity of products, taking into account differences by gender and age group. A descriptive quantitative methodology was applied through a structured online survey. The results showed that 48.9% preferred official seals as the main element that guarantees sustainability, 25.6% favored public reports, 24.1% chose videos showing the manufacturing process, and 1.3% selected experiences from other consumers. Women showed a higher preference for reports (26.8% vs. 24.5%) compared to men; the 18 to 25 age group represented 83.4% of the sample. These results provide valuable insights for the development of green marketing strategies and environmental certification initiatives targeted at various demographic profiles.
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