<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2708-0412</journal-id>
<journal-title><![CDATA[Revista científica en ciencias sociales]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. cient. cienc. soc.]]></abbrev-journal-title>
<issn>2708-0412</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Pacífico]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2708-04122026000100232</article-id>
<article-id pub-id-type="doi">10.53732/rccsociales/e8832</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El green marketing y la intención de compra en centennials y millennials que realizan compras virtuales]]></article-title>
<article-title xml:lang="en"><![CDATA[Green marketing and purchase intent among centennials and millennials who shop online]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cajahuaringa Melendez]]></surname>
<given-names><![CDATA[Leslie Maribel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jiménez Dulanto]]></surname>
<given-names><![CDATA[Sebastián]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ramos Serrano]]></surname>
<given-names><![CDATA[Shelby Hubert]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad San Ignacio de Loyola Facultad de Ciencias Empresariales ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Perú</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2026</year>
</pub-date>
<volume>8</volume>
<fpage>232</fpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2708-04122026000100232&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2708-04122026000100232&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2708-04122026000100232&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente estudio analiza la incidencia del marketing verde en la intención de compra de los segmentos centennial y millennial que realizan compras en línea en Lima. Se adoptó un enfoque cuantitativo, con un diseño no experimental, transversal y de alcance correlacional-causal, empleando modelos de ecuaciones estructurales mediante mínimos cuadrados parciales (PLS-SEM). La población estuvo conformada por 180 residentes de Lima Metropolitana que adquieren productos verdes a través de plataformas digitales. Los resultados evidencian que todas las relaciones planteadas son estadísticamente significativas (p &lt; 0,05). El valor percibido verde se posiciona como el principal predictor de la intención de compra (&#946; = 0,525), seguido de la conciencia ambiental (&#946; = 0,297) y la innovación ecológica (&#946; = 0,179). En conjunto, los hallazgos confirman que el marketing verde influye significativamente en la conducta de compra sostenible de los consumidores jóvenes digitales, aportando evidencia relevante para el diseño de estrategias empresariales orientadas a la sostenibilidad en mercados emergentes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The present study analyses the impact of green marketing on the purchase intention of the centennial and millennial segments who shop online in Lima. A quantitative approach was adopted, with a non-experimental, cross-sectional design and a correlational-causal scope, employing structural equation models through partial least squares (PLS-SEM). The population consisted of 180 residents of Metropolitan Lima who purchase green products through digital platforms. The results show that all the proposed relationships are statistically significant (p &lt; 0.05). The perceived green value positions itself as the main predictor of purchase intention (&#946; = 0.525), followed by environmental awareness (&#946; = 0.297) and ecological innovation (&#946; = 0.179). Overall, the findings confirm that green marketing significantly influences the sustainable purchasing behaviour of young digital consumers, providing relevant evidence for the design of business strategies orientated towards sustainability in emerging markets.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[desarrollo sostenible]]></kwd>
<kwd lng="es"><![CDATA[imagen de marca]]></kwd>
<kwd lng="es"><![CDATA[preferencias del consumidor]]></kwd>
<kwd lng="es"><![CDATA[juventud]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[e-commerce]]></kwd>
<kwd lng="en"><![CDATA[sustainable development]]></kwd>
<kwd lng="en"><![CDATA[brand image]]></kwd>
<kwd lng="en"><![CDATA[consumer preferences]]></kwd>
<kwd lng="en"><![CDATA[youth]]></kwd>
</kwd-group>
</article-meta>
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<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Green emotion: Incorporating emotional perception in green marketing to increase green furniture purchase intentions]]></article-title>
<source><![CDATA[Sustainability]]></source>
<year>2024</year>
<volume>16</volume>
<numero>12</numero>
<issue>12</issue>
</nlm-citation>
</ref>
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</back>
</article>
