Responsible Innovation and Trust Among Young Consumers
A Comparative Study of Colombia and Mexico

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.15818

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Published: Aug 11, 2026
Issue: Vol. 28 No. 52 (2026)
Section Scientific and technological research article


Keywords: Consumer responsible innovation Trust fashion industry

Main Article Content

Authors

  Wilson Giraldo Pérez
Universidad de los Llanos
  María Cristina Otero Gómez
Universidad de los Llanos
  Diana Edith Sánchez Zeferino
Universidad Veracruzana

Abstract

Objective: To understand the relationship between responsible innovation (RI) and consumer confidence (CC) among young people in the fashion industry, through an in-depth comparative study between Colombia and Mexico. Methodology: A quantitative study involving 828 young people residing in various locations in Colombia and Mexico. Validated scales were used to measure RI and CC. The analysis employed structural equation modeling using SmartPLS software and additional statistical tests conducted via jasp. Key Findings: It was confirmed that rin has a positive impact on ctc, with the cognitive dimension showing a slightly stronger relationship compared to the emotional dimension. Differences were found between the perceptions of young Colombians and those of young Mexicans. Conclusions: Youth trust in the fashion industry depends not only on functional benefits but also on corporate consistency in various aspects observable by consumers, such as ethical and transparent behavior and organizational responsiveness. The study highlights the need to develop differentiated strategies based on the sociocultural context and the urgency of adopting responsible innovation practices that strengthen loyalty and the perception of legitimacy in the youth market.

How to Cite
Giraldo Pérez, W., Otero Gómez, M. C., & Sánchez Zeferino, D. E. (2026). Responsible Innovation and Trust Among Young Consumers: A Comparative Study of Colombia and Mexico. Revista Universidad Y Empresa, 28(52), 1–28. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.15818
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