Palabras clave
Social media usage
Health consciousness
Consumer behavior
Organic product Actitud
Uso de redes sociales
Conciencia de salud
Comportamiento del consumidor
Productos orgánicos
Cómo citar
Aceptado 2023-01-09
Publicado 2023-01-31
Resumen
El propósito de este artículo es analizar la influencia de la conciencia de la salud (HC) y el uso de las redes sociales (SM) en la actitud hacia los productos orgánicos (ATT) y la intención de compra de productos orgánicos (PI) en el caso de estudiantes internacionales en Hungría. . El documento ha llevado a cabo un enfoque cuantitativo utilizando una muestra de 204 estudiantes internacionales que residen y estudian en Hungría. Después de la validación de las escalas de medición, las hipótesis fueron probadas a través de modelos de ecuaciones estructurales de mínimos cuadrados parciales. El modelo prueba las relaciones entre la conciencia de la salud, el uso de las redes sociales, la actitud hacia los productos orgánicos y la intención de compra de productos orgánicos. Los resultados mostraron que la conciencia de la salud no influye en la intención de compra de productos orgánicos, en comparación con el uso de las redes sociales, que mostró una influencia significativa sobre la intención de compra. Sin embargo, la actitud hacia los productos orgánicos medió en la relación entre HC y PI y entre SM y PI. Esta investigación proporciona nuevos conocimientos sobre cómo el uso de las redes sociales puede afectar la intención de los consumidores de comprar productos orgánicos. Además, para que la conciencia sobre la salud sea efectiva, la actitud de los consumidores hacia los productos orgánicos debe ser más favorable.
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