Author(s)

Víctor Hugo Fernández-Bedoya^1*, Ambrocio Teodoro Esteves-Pairazamán¹, Rosario Violeta Grijalva-Salazar¹, Walter Gregorio Ibarra-Fretell¹, Susana Edita Paredes-Díaz¹, Josefina Amanda Suyo-Vega¹, Mónica Elisa Meneses-La-Riva¹, Jorge Luís Aníbal Baldárrago-Baldárrago¹, Víctor Raúl Reátegui-Paredes², Robert Willie Chávez-Mayta³

¹Universidad César Vallejo, Trujillo, Perú.
²Universidad Nacional de la Amazonía Peruana, Iquitos, Perú.
³Opción Perú, Lima, Perú.

There is a current problem that companies have when they do not know if their position declared through green marketing is effective or not, since there are no studies that prove its real impact on the young population, specifically on university students in Lima, so the research question is: how green marketing affects the purchasing decisions of university students in Lima, 2019? Before that, it is proposed as a hypothesis: green marketing positively affects the purchasing decisions of university students in Lima, 2019. The study is of an applied and explanatory type, with a non-experimental cross-sectional design. We obtained data from a sample of 622 university students from Lima, Peru, which when treated through the Pearson Chi-Square test allows us to validate the hypotheses raised.

Green Marketing, Purchasing Decisions, Consumer, University Students, Lima

Fernández-Bedoya, V. , Esteves-Pairazamán, A. , Grijalva-Salazar, R. , Ibarra-Fretell, W. , Paredes-Díaz, S. , Suyo-Vega, J. , Meneses-La-Riva, M. , Baldárrago-Baldárrago, J. , Reátegui-Paredes, V. and Chávez-Mayta, R. (2020) Green Marketing and Its Incidence in the Decisions of Purchase of Peruvian University Students. Modern Economy, 11, 1-9. doi: 10.4236/me.2020.111001.