Evaluación de las intenciones ambientales de los estudiantes de la Universidad Nacional de Colombia-Sede Bogotá

dc.contributorRojas Berrio, Sandra Patricia
dc.contributorManagement and Marketing (m&m)
dc.creatorCiro Romero, Diana Libia
dc.date.accessioned2021-09-14T17:19:01Z
dc.date.available2021-09-14T17:19:01Z
dc.date.created2021-09-14T17:19:01Z
dc.date.issued2021-09
dc.identifierhttps://repositorio.unal.edu.co/handle/unal/80188
dc.identifierUniversidad Nacional de Colombia
dc.identifierRepositorio Institucional Universidad Nacional de Colombia
dc.identifierhttps://repositorio.unal.edu.co/
dc.description.abstractEl deterioro del medio ambiente es ocasionado en gran medida por la acción humana, de ahí que el desarrollo de iniciativas que favorezcan la conservación ambiental es urgente y precisa de estrategias orientadas al cambio de comportamiento de las personas; bajo este panorama el propósito de esta investigación fue evaluar los factores que influyen en las intenciones de comportamiento ambiental de los estudiantes de la Universidad Nacional de Colombia-Sede Bogotá desde la Teoría del Comportamiento Planificado. Así, un total de 418 estudiantes participaron en el estudio a través de una encuesta virtual cuyos datos se analizaron con el programa SmartPLS 3.0 utilizando el Modelamiento de Ecuaciones Estructurales; los resultados del modelo propuesto mostraron que el control conductual percibido y las actitudes ambientales generales son las variables que predicen en mayor medida las intenciones de comportamiento ambiental de la población estudiantil, seguidas por la variable influencia social percibida; a su vez, la variable añadida al modelo, el apoyo organizacional percibido, demostró no ser un predictor fuerte de dichas intenciones. Los resultados obtenidos tienen implicaciones de gestión y teóricas, pues en el caso de los tomadores de decisiones en el campus saber qué factores influyen en las intenciones de comportamiento ambiental de los estudiantes es un buen punto de partida para desarrollar programas y/o campañas de marketing social más efectivas que alienten a las personas a participar en las prácticas ambientales impulsadas por la universidad. A nivel general, los resultados obtenidos contribuyen a la ampliación de la literatura existente sobre la Teoría del Comportamiento Planificado y su utilidad en el contexto universitario para predecir el comportamiento ambiental de los estudiantes. (Texto tomado de la fuente)
dc.description.abstractThe deterioration of the Environment is caused largely by human action, hence the development of initiatives promoting environmental conservation is urgent and requires strategies aimed at changing people's behavior; under this panorama, the purpose of this research was to evaluate those factors that influence the intentions of environmental behavior of the Students of the National University of Colombia-Bogotá Campus from the Theory of Planned Behavior. Thus, a total of 418 students participated in the study through a virtual survey whose data was analyzed with the SmartPLS 3.0 program using the Structural Equation Modeling; the results of the proposed model showed that Perceived Behavioral Control and General Environmental Attitudes are the variables that predict the environmental behavior intentions of the Student population to a greater extent, followed by the Perceived Social Influence variable; in turn, the variable Perceived Organizational Support added to the model, proved not to be a strong predictor of said intentions. Findings obtained have both managerial and theoretical implications, since in the case of decision makers on campus, knowing which factors influence students' environmental behavior intentions is a good starting point to develop programs and / or campaigns of more effective Social Marketing that encourages people to participate in University-driven environmental practices. At a general level, the results obtained contribute to the expansion of the existing literature on the Theory of Planned Behavior and its usefulness within the University context to predict the environmental behavior of students.
dc.languagespa
dc.publisherUniversidad Nacional de Colombia
dc.publisherBogotá - Ciencias Económicas - Maestría en Administración
dc.publisherEscuela de Administración y Contaduría Pública
dc.publisherFacultad de Ciencias Económicas
dc.publisherBogotá, Colombia
dc.publisherUniversidad Nacional de Colombia - Sede Bogotá
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dc.rightsAtribución-NoComercial 4.0 Internacional
dc.rightshttp://creativecommons.org/licenses/by-nc/4.0/
dc.rightsinfo:eu-repo/semantics/openAccess
dc.titleEvaluación de las intenciones ambientales de los estudiantes de la Universidad Nacional de Colombia-Sede Bogotá
dc.typeTrabajo de grado - Maestría


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