Influencia de los Estímulos Audiovisuales en las Emociones y los Hábitos de Consumo Sostenible
Un Estudio sobre los Jóvenes en una Economía Emergente
DOI:
https://doi.org/10.62161/revvisual.v17.5406Palabras clave:
Emociones, Expresiones, Consumo responsable, Sostenibilidad, Lector facialResumen
El estudio explora estrategias para promover eficazmente productos sostenibles entre la Generación Z mediante el examen del impacto emocional de los estímulos audiovisuales. A través de un enfoque mixto, el software FaceReader capturó microexpresiones, mientras que los cuestionarios abiertos proporcionaron perspectivas cualitativas. Los resultados indican una predominancia de emociones neutras, con variaciones notables en felicidad y tristeza, además de una polarización entre la preocupación ambiental y el optimismo hacia el cambio. Los hallazgos destacan la importancia del compromiso emocional en la configuración de comportamientos sostenibles. La investigación amplía la comprensión del consumo sostenible en economías emergentes, ofreciendo valiosos aportes para los mercadólogos que buscan conectar con jóvenes consumidores conscientes del medio ambiente.
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