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La jerarquía de efectos clísica de alta involucraciín para la comprensión de la conducta de reciclaje considerando los valores de los consumidores

The classic hierarchy of effects with high commitment in order to understand recycling behavior considering some consumer’s values

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Resumen

El presente trabajo tiene por objeto estimar y seleccionar el modelo con jerarquía de efectos clásica que mejor represente el comportamiento de reciclado del consumidor y, posteriormente, profundizar en las particularidades que este modelo muestra en función de tres valores: el colectivismo, el materialismo y el logro. Los resultados del trabajo empírico ponen de manifiesto la validez de este modelo de alta involucración en el que la conciencia ecológica y la actitud hacia el reciclado cumplen una función fundamental para consolidar la conducta de reciclaje. Además, se demuestra que dicho proceso de adopcián presenta diferencias sustanciales en función de estas tres caracterósticas psicogróficas. Finalmente, se extraen implicaciones prácticas de relevancia para la gestián de los programas de recogida selectiva de residuos desde una perspectiva multicultural y transnacional, así como se proponen posibles líneas futuras de investigaciín.

Abstract

This work focuses on the study of the moderating role of values on the recycling adoption behaviour with a classic hierarchy of effects. From an empirical point of view, we have estimated the best model to represent the recycling behaviour with high commitment and we have found that there are three specific values moderating this model: collectivism, materialism and self- fulfilment. Therefore, the classic model has a different configuration depending on these psychographic characteristics. The practical implications that may stem from these contributions are of an educational nature and for public management of promotion campaigns within a multicultural and cross-national context. Finally, we provide some future lines of research.

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  1. Departamento de Economía y Direcciín de Empresas, Universidad de Las Palmas de Gran Canaria, Campus Universitario de Tafira s/n, 35017, Las Palmas de Gran Canaria, Espaía

    Gonzalo DíaznMeneses & Asunción Beerli Palacio

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  1. Gonzalo DíaznMeneses
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DíaznMeneses, G., Beerli Palacio, A. La jerarquía de efectos clísica de alta involucraciín para la comprensión de la conducta de reciclaje considerando los valores de los consumidores. Int Rev Public Nonprofit Marketing 1, 89–109 (2004). https://doi.org/10.1007/BF02896619

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