Inovação responsável e confiança do consumidor jovem.
Estudo comparativo entre a Colômbia e o México

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

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Publicado: ago 11, 2026
Edição: v. 28 n. 52 (2026)
Seção Artículo de investigación científica y tecnológica


Palavras-chave: Consumidor inovação responsável confiança indústria da moda

Conteúdo do artigo principal

Autores

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

Resumo

Objetivo: compreender a relação entre inovação responsável (INR) e confiança do consumidor jovem (COC) na indústria da moda, aprofundando um estudo comparativo entre a Colômbia e o México. Metodologia: foi realizado um estudo quantitativo com a participação de 828 jovens residentes em diferentes locais da Colômbia e do México, utilizando escalas validadas para medir a INR e a COC. A análise empregou equações estruturais com o uso do software Smartpls e o jasp para testes estatísticos adicionais. Resultados principais: confirmou-se que o inr tem um impacto positivo no coc, sendo a dimensão cognitiva aquela que apresentou uma relação ligeiramente maior do que a dimensão emocional. Foram encontradas diferenças entre a perceção dos jovens colombianos e dos mexicanos. Conclusões: a confiança dos jovens na indústria da moda não depende apenas dos benefícios funcionais, mas também da coerência empresarial entre vários aspetos observáveis pelos consumidores, entre eles, o comportamento ético e transparente e a capacidade de resposta organizacional. Destaca-se a necessidade de desenvolver estratégias diferenciadas em função do contexto sociocultural e a urgência de adotar práticas de inovação responsável que fortaleçam a lealdade e a percepção de legitimidade no mercado de consumidores jovens.

Como Citar
Giraldo Pérez, W., Otero Gómez, M. C., & Sánchez Zeferino, D. E. (2026). Inovação responsável e confiança do consumidor jovem.: Estudo comparativo entre a Colômbia e o 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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