Eco-marketing Strategies and Environmental Culture in a Peruvian University
摘要
The study relates two study variables: eco-marketing developed in a Peruvian university and environmental culture, both perceived by its students. In a sample of 441 subjects, two questionnaires were applied, whose reliability was previously analyzed using Cronbach’s alpha. The result obtained between both variables provides sufficient evidence to indicate that eco-marketing strategies and environmental culture are moderately correlated. Therefore, it is recommended to strengthen eco-marketing strategies at the university as it will enhance the students’ environmental culture. Finally, it is suggested to replicate the study in other settings to generalize this study’s conclusion.