CONSUMPTION DECISION OF ECONOMIC AGENTS: COST VS. ENVIRONMENTAL AWARENESS

Research aimed at the search for the sustainability of the planet through the development of environmentally friendly goods (green goods), has generally shown, in its marketing process, a cost higher than the sale price of a substitute good. conventional that does not equally satisfy the reduction of climate change. From the recognition of the average income per individual of a developing country and attending to the rational consumer microeconomic theory, where it seeks to maximize profit with the acquisition of goods at an optimal price and where satiety does not exist, This document, using a mixed exploratory type methodology, seeks to identify from behavioral economics, how willing is the existing demand in the market to the acquisition of a green good with a value higher than its substitute goods, and what are the characteristics of the individual that reflects within its consumption conditions the environmental benefit; at the end of the investigation, the data evidenced by the primary information acquired from surveys is concluded, which reflects conditions of the consumption decision based on age, income, educational level, among other aspects.