Influence of biodegradable packaging color on purchase intention in young guatemalans of Generation Z

Authors

DOI:

https://doi.org/10.36958/sep.v5i2.106

Keywords:

color psychology, marketing, biodegradable packaging, purchase intention, Color psychology, marketing, biodegradable packaging, purchase intention, Generation Z

Abstract

OBJECTIVE: to determine if color is an influential factor in the purchase intention of biodegradable packaging, specifically in young Guatemalans of Generation Z in the Department of Guatemala. METHOD: the following case study has a quantitative approach, cross-sectional design, descriptive scope and theoretical research, the data collection is by closed surveys, study population 384 young people of which in the closed questionnaire only 315 Guatemalans from the Department of Guatemala completed the survey, while in the Likert Scale 285 were effective. RESULTS: the results were satisfactory, more than 45% of the respondents chose color as the main factor in the purchase intention, followed by biodegradable packaging, and as the third factor of their choice other elements of the same. CONCLUSION: it was proven that color does influence and positively alters the moment of purchase because it is a powerful and persuasive element of visual attraction, which makes the consumer choose and prefer the product with the packaging that most appeals to him.

Downloads

Download data is not yet available.

Author Biography

Mynor Rodolfo Garcia Lémus, Universidad de San Carlos de Guatemala

He has a degree in Graphic Design, a Master's Degree in Marketing for Design, careers studied at the University of San Carlos de Guatemala, for 17 years practicing the profession of Graphic Designer in various fields of the same. Research carried out "Voluntary blood donation", where a graphic and interactive cartoon was made to promote said donation in young Guatemalans. The research Influence of color in biodegradable packaging in Generation Z was also carried out.

References

Aybar, L., Colchado, D., Chávez, F., Gonzáles, S., & Obando, O. (2017). El comportamiento del consumidor de la generación z respecto al proceso de compra tradicional y su relación con las marcas en los medios digitales. 133. Disponible en https://repositorioacademico.upc.edu.pe/bitstream/handle/10757/622177/GONZALES_BS.pdf?sequence=5&isAllowed=y

Calvillo, G. E. A. C. de. (2015). El Empaque y su influencia en la conducta de compra del consumidor de la ciudad de quetzaltenango. Ekp, 13(3), 1576–1580. Disponible en http://recursosbiblio.url.edu.gt/tesiseortiz/2015/01/04/Cuellar-Glenda.pdf

Cuervo Diez, M. S. (2012). El poder del color. Facultad de Ciencias Económicas y Empresariales, 5–134. Disponible en https://www.academia.edu/36865704/EL_PODER_DEL_COLOR.

Dias, C. B., Caro, N. P., & Gauna, E. J. (2015). Cambio en las estrategias de enseñanza-aprendizaje para la nueva Generación Z o de los “nativos digitales.” Virtual Educa, 1–21. Disponible en

http://hdl.handle.net/20.500.12579/4134%0Ahttps://reposital.cuaed.unam.mx:8443/xmlui/bitstream/handle/20.500.12579/4134/VE14.164.pdf?sequence=1&isAllowed=y

Dorsey, J. (2020, July 30). Gen Z Research Findings, How-To, and Insights. The Center For Generational Kinetics. Disponible en https://genhq.com/gen-z/

Giovannetti, D. V. (1995). El mundo del envase (p. 196). Disponible en https://tecnologia3bunlp.files.wordpress.com/2015/03/libro-disec3b1o-industrial-el-mundo-del-envase.pdf

Morrison, N. (2016, July 11). Products in “eco-look” packaging seen as better quality. Disponible en https://www.foodnavigator.com/Article/2016/07/11/Products-in-eco-look-packaging-seen-as-better-quality

Ortega, C. I., & Vilanova, N. (2016). Generación Z. El último salto generacional. Resumen ejecutivo. Universidad de Deusto, 11. Disponible en http://ethic.es/wp-content/uploads/2016/04/ResumenEjecutivo_GeneracionZ_140315-2.pdf

Solórzano Rizzo, J. A. (2014). Efecto del color en la publicidad para estimular las ventas. 7, 219–232. Disponible en http://repositorio.uees.edu.ec/handle/123456789/341

Timsit, A. (2018, September 3). Unboxing videos will take over the world — Quartz. Disponible en https://qz.com/quartzy/1374703/unboxing-videos-will-take-over-the-world/

Downloads

Published

04-11-2022

How to Cite

Garcia Lémus, M. R. (2022). Influence of biodegradable packaging color on purchase intention in young guatemalans of Generation Z. Revista Cientí­fica Del Sistema De Estudios De Postgrado De La Universidad De San Carlos De Guatemala, 5(2), 63–76. https://doi.org/10.36958/sep.v5i2.106

Issue

Vol. 5 No. 2 (2022)

Section

Scientific articles

License

Copyright (c) 2022 Mynor Rodolfo Garcia Lémus

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The authors who publish in this journal accept the following conditions:

  1. The authors retain the copyright and assign to the journal the right of the first publication, with the work registered with the Creative Commons 4.0 attribution license, which allows third parties to use what is published as long as they mention the authorship of the work already the first publication in this magazine.
  2. Authors may make other independent and additional contractual agreements for the non-exclusive distribution of the version of the article published in this journal (eg, include it in an institutional repository or publish it in a book) provided that they clearly indicate that the work it was first published in this magazine.
  3. Authors are allowed and encouraged to share their work online (for example: in institutional repositories or personal web pages) before and during the manuscript submission process, as it can lead to productive exchanges, more and more quick citation of published work (see The Effect of Open Access).
Crossref
Scopus
Google Scholar
Europe PMC