Innovación responsable y confianza del consumidor joven
estudio comparativo entre Colombia y México

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

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Publicado: ago 11, 2026
Número: Vol. 28 Núm. 52 (2026)
Sección Artículo de investigación científica y tecnológica


Palabras clave: consumidor innovación responsable confianza industria de la moda

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Autores/as

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

Resumen

Objetivo: comprender la relación entre la innovación responsable (INR) y la confianza del consumidor (COC) joven en la industria de la moda, profundizando en un estudio comparativo entre Colombia y México. Metodología: estudio cuantitativo con participación de 828 jóvenes residentes en diferentes lugares de Colombia y México. Se utilizaron escalas validadas para medir la INR y la COC. El análisis empleó ecuaciones estructurales con el uso del software SmartPLS y pruebas estadísticas adicionales mediante jasp. Resultados principales: se confirmó que la INR impacta positivamente en la COC, siendo la dimensión cognitiva la que mostró una relación ligeramente mayor comparada con la dimensión emocional. Se encontraron diferencias entre la percepción de los jóvenes colombianos con respecto a los mexicanos. Conclusiones: la confianza juvenil en la industria de la moda no depende solo de los beneficios funcionales, sino de la coherencia empresarial en varios aspectos observables por los consumidores, como la conducta ética y transparente y la capacidad de respuesta organizacional. Se destaca la necesidad de desarrollar estrategias diferenciadas en función del contexto sociocultural y la urgencia de adoptar prácticas de innovación responsable que fortalezcan la lealtad y la percepción de legitimidad en el mercado juvenil.

Cómo citar
Giraldo Pérez, W., Otero Gómez, M. C., & Sánchez Zeferino, D. E. (2026). Innovación responsable y confianza del consumidor joven: estudio comparativo entre Colombia y México. Revista Universidad Y Empresa, 28(52), 1–28. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.15818
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