Green marketing and proenvironmental behavior in students of a private institute in Lima (Peru), 2019

The purpose of the research was to determine the relationship between ecological marketing strategies and pro-environmental behavior in students at a private technological institute in Lima Metropolitan Area (Peru) during 2019. For a better evaluation, the variable ecological marketing strategies was subdivided into ecological product, ecological price, ecological plaza and ecological promotion;the variable pro environmental behavior was subdivided into resource management, waste management and green consumption. Methodologically, the research was carried out under the quantitative approach, had a correlational scope and used the non-experimental transectional correlational-causal design. The participants of the study were 192 students of the specialty of Technical Nursing. Two scales developed by other authors were used as data collection instruments (one for each variable), in order to investigate the study variables; in addition, open source programs such as JASP version 0.11 and FACTOR version 10.9.02 were used for statistical analysis. With the data collected and analyzed, it was possible to conclude the existence of a strong and significant correlation between the ecological marketing strategies and the pro-environmental behavior (p < 0.05), because a Spearman correlation correlation coefficient of 0.815 was found.