Campaña de comunicación sobre consumo responsable de productos de la industria de la moda: percepción del mensaje e influencia en el comportamiento de millennials en Colombia

Janneth Arley Palacios-Chavarro; Fernando Marroquín-Ciendúa; Miguel Ángel Pérez-Portillo

doi:10.26441/RC22.1-2023-3007

Authors

Janneth Arley Palacios-Chavarro Fundación Universitaria Los Libertadores https://orcid.org/0000-0001-5504-4455
Fernando Marroquín-Ciendúa Universidad de Bogotá Jorge Tadeo Lozano https://orcid.org/0000-0002-2213-4566
Miguel Ángel Pérez-Portillo Universidad EAN, Bogotá https://orcid.org/0000-0001-9333-6694

DOI:

https://doi.org/10.26441/RC22.1-2023-3007

Keywords:

pro-environmental communication, responsible consumption, fast fashion, message perception, pro-environmental behavior, millennials generation, millennials, fashion industry, green consumption

Abstract

In recent years, the fashion industry has been identified as one of the major causes of environmental deterioration, including pollution, use of non-renewable resources, and waste generation, as well as the impact on other ecosystems. In this context, pro-environmental communication regarding responsible consumption is relevant, even though its study is an emerging field that offers new perspectives for analysis, particularly in terms of its contribution to the problem due to its influence on human behavior. Recent studies have shown that the millennial generation, or "millennials," who were born between 1981 and 2000, have caused significant changes in consumption habits. This paper presents the results of an analysis of the perception of communication campaigns' messages and their influence on responsible consumption of fashion industry products among millennials. To achieve this, a quantitative, descriptive, and associative study was designed based on 399 structured surveys administered to men and women between the ages of 20 and 31 in Colombia. The findings show significant relationships between opinions towards the messages and the gender variable, as well as a greater indifference (21.67%) among this population in the older age ranges (28 to 31 years old). It was also found that millennial women are more receptive to pro-environmental message of campaigns than men.

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Author Biographies

Janneth Arley Palacios-Chavarro, Fundación Universitaria Los Libertadores

Doctoranda en comunicación audiovisual, publicidad y relaciones públicas de la Universidad Complutense de Madrid y Magíster en Administración. Profesora, investigadora en la Facultad de Ciencias de la Comunicación de la Fundación Universitaria Los Libertadores (Colombia). Líneas de investigación: comunicación sostenible, comunicación para el consumo responsable, comunicación ambiental, comunicación estratégica. japalaci@ucm.es, https://orcid.org/0000-0001-5504-4455

Fernando Marroquín-Ciendúa, Universidad de Bogotá Jorge Tadeo Lozano

Doctor en Psicología, Magíster en Psicología del Consumidor y Publicista. Es Profesor investigador asociado del Área de Publicidad en la Facultad de Artes y Diseño de la Universidad de Bogotá Jorge Tadeo Lozano (Colombia). Líneas de investigación: psicología, publicidad y persuasión, consumo responsable. fernando.marroquinc@utadeo.edu.co, https://orcid.org/0000-0002-2213-4566

Miguel Ángel Pérez-Portillo, Universidad EAN, Bogotá

Doctorando en administración y Magíster en administración. Profesor catedrático y miembro del grupo de investigación G3PyMES de la Universidad EAN (Colombia). Asesor y consultor empresarial. Líneas de investigación: gestión de las organizaciones, innovación para la sostenibilidad de las organizaciones. mperez2.d@universidadean.edu.co, https://orcid.org/0000-0001-9333-6694

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