Determinantes del consumo de alimentos altamente procesados en adultos económicamente activos: el papel del marketing mix y sustentabilidad en Morelia, Michoacán, México
Palabras clave:
Marketing mix, Alimentos altamente procesados, SustentabilidadResumen
El presente estudio analiza los determinantes del consumo de alimentos altamente procesados en adultos económicamente activos de la ciudad de Morelia, Michoacán, considerando la influencia del marketing mix y la percepción de sustentabilidad en el comportamiento del consumidor. La investigación se justifica por el incremento sostenido del consumo de productos ultraprocesados y sus implicaciones para la salud pública y la sostenibilidad de los sistemas alimentarios contemporáneos. Se desarrolló un estudio cuantitativo de corte transversal mediante la aplicación de 190 encuestas estructuradas a personas mayores de 18 años con actividad económica. Los datos se analizaron mediante modelado de ecuaciones estructurales con mínimos cuadrados parciales. Los resultados muestran que producto, precio, plaza y promoción influyen positivamente en el consumo, mientras que la percepción de sustentabilidad presenta una relación negativa significativa. Se concluye que el consumo responde a una interacción entre factores comerciales y socioambientales, evidenciando la necesidad de promover estrategias de consumo.
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