Resumen Introducción. Durante las últimas décadas, se ha observado un creciente interés por parte de los consumidores en productos agroalimentarios sostenibles. Debido a esto, han surgido normativas voluntarias que se han convertido en una herramienta para promover la sostenibilidad en la producción y el consumo en las cadenas de valor agroalimentarias. Objetivo. Evaluar el perfil de los consumidores y el grado de conocimiento sobre sellos de sostenibilidad de los productos agrícolas en los mercados costarricenses. Materiales y métodos. Durante los meses de octubre y noviembre de 2021, se llevó a cabo una encuesta virtual a nivel nacional a través de la plataforma Qualtrics de la que se recopilaron 397 respuestas válidas. Los sellos de sostenibilidad considerados fueron certificaciones de producción orgánica, comercio justo, denominación de origen, marca país Esencial Costa Rica y carbono neutral. Se empleó el modelo de regresión de Poisson (PRM) para estudiar el comportamiento de las variables, con el software Stata versión 16.0. Resultados. El sello Esencial Costa Rica es el más reconocido. Las personas que residen en la Gran Área Metropolitana están más familiarizadas con diversos sellos. La variable de ingresos resultó ser un factor significativo; las personas con ingresos más altos tienden a identificar y valorar más los sellos de sostenibilidad. Los niveles de conocimiento y consumo de productos certificados aumentan cuando el consumidor posee algún vínculo con el sector agropecuario. Conclusiones. El interés de las personas en productos certificados no se ve reflejado en el comportamiento de compra, debido, en parte, al precio de los productos, la falta de confianza o el exceso de información en las etiquetas. Los hallazgos del estudio permiten a las empresas definir sus estrategias de comercialización según las características de los consumidores de estos productos diferenciados.

Abstract Introduction. Over the last few decades, there has been growing interest on the part of consumers in sustainable agri-food products. As a result, voluntary standards have emerged as a tool to promote sustainability in production and consumption in agri-food value chains. Objective. To evaluate the profile of consumers and the degree of knowledge of sustainability seals for agricultural products in Costa Rican markets. Materials and methods. During October and November 2021, a nationwide virtual survey was conducted through the Qualtrics platform, from which 397 valid responses were collected. The sustainability seals considered were certifications of organic production, fair trade, denomination of origin, nation brand Essential Costa Rica, and carbon neutral. The Poisson regression model (PRM) was used to study the behavior of the variables, using Stata software version 16.0. Results. The Essential Costa Rica seal is the most recognized. People residing in the Greater Metropolitan Area (GAM) are more familiar with various seals. The income variable turned out to be a significant factor; those with higher incomes tend to identify and value sustainability seals more. The levels of knowledge and consumption of certified products increase when the consumer has some link to the agricultural sector. Conclusions. People’s interest in certified products is not reflected in their purchasing behavior, due in part to the price of the products, lack of trust or excessive information on labels. The findings of the study allow companies to define their marketing strategies according to the characteristics of the consumers of these differentiated products.

ABSTRACT: This article analyzes the skills and strategies used for brand positioning in the TikTok platform during the second round of elections in Ecuador, in the year 2023. The objective is to determine how the brand positioning strategies of the presidential candidates have an impact on the social network TikTok. The main identified strategies used by the candidates were to position their personal image, innovate in campaign jingles and music, the use of the political message and discourse, collaborations with national politicians and influencers, as well as collaboration with national product brands. Finally, the analysis of interactions and metrics in TikTok revealed that effective brand positioning in social networks depends on the ability of candidates to adapt to the style and language of the platform. In this context, Noboa and Gonzalez stood out for their ability to transform political messages into attractive content in line with the public's expectations.

RESUMEN: El presente artículo analiza las habilidades y las estrategias utilizadas para el posicionamiento de marca en la plataforma TikTok durante la segunda vuelta electoral en Ecuador, en el año 2023. El objetivo es determinar cómo inciden las estrategias de posicionamiento de la marca de los candidatos presidenciales en la red social TikTok. Las principales estrategias identificadas que utilizaron los candidatos fueron posicionar su imagen personal, innovar en jingles y músicas de campaña, el uso del mensaje y discurso político, colaboraciones con políticos e influencers nacionales, al igual que la colaboración con marcas de productos nacionales. Finalmente, el análisis de las interacciones y métricas en TikTok reveló que el posicionamiento de marca efectivo en redes sociales depende de la capacidad de los candidatos para adaptarse al estilo y lenguaje propio de la plataforma. En este contexto, Noboa y González destacaron por su habilidad para transformar los mensajes políticos en contenidos atractivos y en línea con las expectativas del público.

ABSTRACT Entrepreneurship is the act of starting and developing a business, where one faces risks and challenges with determination and creativity to achieve specific objectives. The aim was to describe the entrepreneurial experiences and recommendations for starting a business. A case study methodology was used, and the population consisted of 18 entrepreneurs with one year of experience. A mixed questionnaire combining surveys and interviews was applied, and the results were analyzed through categorized analysis. The main results show that 83% of the surveyed population is female and 17% is male. Regarding educational level, 6% have incomplete primary education and another 6% have incomplete secondary education. Additionally, 44% have completed secondary education, and another 44% have achieved professional studies. In terms of productive activity, 78% engage in commercial activities, 11% in services, and another 11% in handicrafts. Regarding marketing methods, 100% make direct sales to consumers. Concerning motivations for entrepreneurship, 50% do so to generate self-employment, 40% for opportunity, 5% out of necessity, and another 5% to create jobs for others. Finally, regarding the characteristics an entrepreneur should have, 33% highlight perseverance, 17% motivation, another 17% education and knowledge, 11% willingness to take risks, and innovative capacity, 6% leadership, and 5% the ability to identify opportunities. Key aspects that entrepreneurs must possess include the willingness to take risks, perseverance and determination, effort and dedication, teamwork, innovation, and adaptability. These findings offer lessons for aspiring entrepreneurs and policymakers responsible for formulating public policies to support entrepreneurship.

RESUMEN Emprender es el acto de iniciar y desarrollar un negocio, donde se enfrenta riesgos y desafíos con determinación y creatividad para alcanzar objetivos específicos. Se tuvo como objetivo, describir las experiencias y recomendaciones emprendedoras para el inicio de un negocio. Se utilizó una metodología, de estudios de casos, la población estuvo compuesta por 18 emprendedores con un año de experiencia, se les aplicó cuestionario mixto con encuesta y entrevista, para el análisis de los resultados, se realizó categoría de análisis. Los principales resultados demuestran que, los resultados principales muestran que, el 83% de la población encuestada es de sexo femenino y el 17% es masculino. En cuanto al nivel educativo, un 6% tiene estudios de primaria incompletos y otro 6% tiene estudios de secundaria incompletos. Además, el 44% ha completado la educación secundaria, otro 44% ha alcanzado estudios profesionales. En cuanto a la actividad productiva, el 78% se dedica a la actividad comercial, el 11% a servicios y otro 11% a artesanía. Respecto a la modalidad de mercadeo, el 100% realiza ventas directas al consumidor. Con relación a las motivaciones para emprender, el 50% lo hace para generar autoempleo, el 40% por oportunidad, el 5% por necesidad y otro 5% para crear empleo para otros. Finalmente, respecto a las características que debe tener un emprendedor, el 33% destaca la perseverancia, el 17% la motivación, otro 17% la formación y conocimiento, el 11% la disposición para tomar riesgos y la capacidad innovadora, el 6% el liderazgo, y el 5% la capacidad para identificar oportunidades. Y los aspectos clave que deben tener los emprendedores son; disposición de asumir riesgos, perseverancia y determinación, esfuerzo y dedicación, trabajo en equipo, innovación y adaptabilidad. Estos hallazgos, ofrecen lecciones para los aspirantes a emprender y para los responsables de formular políticas públicas de apoyo al emprendimiento.

ABSTRACT The aims is to analyze the performance of the National Health Council (NHC) in the National Policy on Pharmaceutical Assistance, from 2004 to 2024. This is a qualitative, documentary study. Data collection was carried out on the website of the NHC. The data were analyzed through content analysis. A total of 29 documents (resolutions, recommendations and motions) that expressed political facts and were related to the strategic axes of this policy were selected for analysis. In the political facts analyzed, there was a predominance of actions related to access to medicines and pharmaceutical services and to the sanitary regulation of medicines and health establishments. The performance of the NHC produced important political facts, especially in relation to judicialization for access to medicines, drug patents, the Popular Pharmacy Program of Brazil, and drug shortages. The performance in the debate on pharmacy as a health establishment, marketing of over-the-counter medicines, in the debate on anorectics and drug advertising was relevant. In pandemic context, the defense of the rational use of medicines was emphasized. These results show that the NHC played an important role in the implementation of pharmaceutical policies, in particular the National Policy on Pharmaceutical Assistance.

RESUMO O estudo tem como objetivo analisar a atuação do Conselho Nacional de Saúde (CNS) na Política Nacional de Assistência Farmacêutica, de 2004 a 2023. Trata-se de um estudo qualitativo, do tipo documental. A coleta de dados foi realizada no site do CNS. Os dados foram analisados por meio de análise de conteúdo. Foram selecionados para análise 29 documentos (resoluções, recomendações e moções) que expressaram fatos políticos e estavam relacionados aos eixos estratégicos dessa política. Nos fatos políticos analisados, predominaram ações relativas ao eixo relacionado ao acesso a medicamentos e serviços de assistência farmacêutica e à regulação sanitária dos medicamentos e estabelecimentos de saúde. A atuação do CNS produziu fatos políticos importantes, especialmente com relação à judicialização para acesso aos medicamentos, patentes de medicamentos, Programa Farmácia Popular do Brasil, desabastecimento de medicamentos. Também foi relevante a atuação no debate sobre farmácia como estabelecimento de saúde; comercialização dos medicamentos isentos de prescrição; no debate sobre os anorexígenos e publicidade de medicamentos. No contexto da pandemia, ressalta-se a defesa do uso racional de medicamentos. Tais resultados evidenciam que o CNS desempenhou um papel importante frente à implementação das políticas farmacêuticas, em particular, da Política Nacional de Assistência Farmacêutica.

RESUMO O estudo objetivou identificar as definições e compreensões existentes sobre Medicamentos de Alto Custo (MAC) na produção científica e acadêmica brasileira relacionada à judicialização de medicamentos. A revisão de escopo seguiu a metodologia proposta pelo Joanna Briggs Institute. As bases bibliográficas Medline, Embase, Lilacs, Web of Science e Scopus, e a Biblioteca Digital de Teses e Dissertações foram pesquisadas em busca de estudos empíricos relacionados à judicialização de medicamentos que incluíssem MAC, publicadas ou defendidas no período de 2005–2022. Foram incluídos 62 artigos científicos e 66 dissertações e teses. Definições explícitas de MAC foram muito pouco frequentes nos estudos incluídos e estavam presentes em apenas 19,1% dos artigos e 15,2% dos produtos acadêmicos. Núcleos de significado mais presentes estavam relacionados ao alto custo unitário do medicamento ou medicamentos com valor total de tratamento elevado, decorrentes da cronicidade da doença, produzindo impacto financeiro no orçamento familiar. Outras relações de sentido foram: medicamentos ‘novos’, sem registro sanitário no País, fora das listas de financiamento, com foco em doenças raras e genéticas ou com especificidades relativas à sua aquisição e dispensação. A imprecisão conceitual identificada dificulta uma visão mais clara da importância desse grupo no cenário da judicialização de medicamentos no Brasil.

ABSTRACT The study aimed to single out definitions and interpretations regarding high-cost medicines in the scientific and academic literature on health litigation. A scoping review followed the methodology proposed by the Joanna Briggs Institute. MEDLINE, EMBASE, LILACS, Web of Science and Scopus, and the Digital Library of Dissertations and Theses were searched for empirical studies on litigation for access to medicines that included high-cost drugs, published or presented between 2005 and 2022. A total of 62 scientific papers and 66 dissertations and theses were selected. Explicit definitions of high-cost medicines were scarce, presented in just 19.1% of papers and 15.2% of the academic output. Among the most available core themes were those related to high unit or overall treatment cost of medicines, resulting from chronic conditions, and generating financial impact on household budgets. Other patterns of meaning that emerged were: ‘new’ medicines without marketing approval in the country, medicines absent from funding lists, drugs for genetic or rare diseases, or those with specificities regarding procurement or dispensing. Conceptual imprecision in the field of high-cost drugs hinders a clear viewpoint of the importance of this group of medicines in the scenario of health litigation in Brazil.

RESUMO O estudo tem como objetivo analisar a atuação do Conselho Nacional de Saúde (CNS) na Política Nacional de Assistência Farmacêutica, de 2004 a 2023. Trata-se de um estudo qualitativo, do tipo documental. A coleta de dados foi realizada no site do CNS. Os dados foram analisados por meio de análise de conteúdo. Foram selecionados para análise 29 documentos (resoluções, recomendações e moções) que expressaram fatos políticos e estavam relacionados aos eixos estratégicos dessa política. Nos fatos políticos analisados, predominaram ações relativas ao eixo relacionado ao acesso a medicamentos e serviços de assistência farmacêutica e à regulação sanitária dos medicamentos e estabelecimentos de saúde. A atuação do CNS produziu fatos políticos importantes, especialmente com relação à judicialização para acesso aos medicamentos, patentes de medicamentos, Programa Farmácia Popular do Brasil, desabastecimento de medicamentos. Também foi relevante a atuação no debate sobre farmácia como estabelecimento de saúde; comercialização dos medicamentos isentos de prescrição; no debate sobre os anorexígenos e publicidade de medicamentos. No contexto da pandemia, ressalta-se a defesa do uso racional de medicamentos. Tais resultados evidenciam que o CNS desempenhou um papel importante frente à implementação das políticas farmacêuticas, em particular, da Política Nacional de Assistência Farmacêutica.

ABSTRACT The aims is to analyze the performance of the National Health Council (NHC) in the National Policy on Pharmaceutical Assistance, from 2004 to 2024. This is a qualitative, documentary study. Data collection was carried out on the website of the NHC. The data were analyzed through content analysis. A total of 29 documents (resolutions, recommendations and motions) that expressed political facts and were related to the strategic axes of this policy were selected for analysis. In the political facts analyzed, there was a predominance of actions related to access to medicines and pharmaceutical services and to the sanitary regulation of medicines and health establishments. The performance of the NHC produced important political facts, especially in relation to judicialization for access to medicines, drug patents, the Popular Pharmacy Program of Brazil, and drug shortages. The performance in the debate on pharmacy as a health establishment, marketing of over-the-counter medicines, in the debate on anorectics and drug advertising was relevant. In pandemic context, the defense of the rational use of medicines was emphasized. These results show that the NHC played an important role in the implementation of pharmaceutical policies, in particular the National Policy on Pharmaceutical Assistance.

Abstract The genus Pleurotus presents a multivariate species diversity due to its ability to grow in different substrates and environments. Whether wild or cultivated, they are edible mushrooms, as they present a high nutritional value and are medicinal due to their bioactive compounds with positive health effects. The aim of this review is to highlight the importance of the genus Pleurotus, since it is a cosmopolitan mushroom, and its properties can be used in different industrial applications and be a functional alternative for our future. Due to their saprophytic nature, they produce enzymes that act on the substrate in which they grow, degrading lignocellulosic material such as wood, forest and agricultural residues, hardwoods, wood by-products, cereal straw, bagasse, etc., and thanks to this degradative capacity, their enzymes are used in a wide range of biotechnological and environmental applications. In order to increase their production and consumption not only for their nutritional qualities, but also for their nutraceutical and biotechnological qualities, ease of cultivation, low investment cost, etc., new ways are being sought to increase their performance in cultivation. Recently, research has expanded the search for alternative uses of the Pleurotus genus, which has led to an increase in its cultivation, as well as its application in different fields of biotechnology. The cultivation of Pleurotus mushrooms represents an opportunity to generate a sustainable process and incorporate the process into a circular economy, generating environmental, social and economic benefits. The use of agro-industrial substrates and the subsequent reuse of the spent substrate as compost or organic fertilizer reduces the amount of waste that ends up in landfills and minimizes methane production. This allows for a more sustainable and environmentally friendly production model. Therefore, it is necessary to develop strategies for the promotion, marketing and sustainable production of products derived from these fungi.

Abstract Social networks consist of a group of individuals connected by family, work, or other interests and facilitated by an online structure or platform. They are also a relatively recent and widely used marketing phenomenon that is constantly evolving. The healthcare field includes professions such as social work, biology, biomedicine, physical education, nursing, pharmacy, physiotherapy, speech therapy, medicine, veterinary medicine, nutrition, dentistry, psychology, and occupational therapy. The present study aimed to analyze the influence of social networks in the process of finding and selecting healthcare professionals. The methodology was a survey using a structured questionnaire created on Google Forms. Descriptive research was carried out with non-probabilistic convenience and snowball sampling, followed by quantitative data analysis. A total of 268 participants who signed the informed consent were included in the study. The findings revealed that the most common way to find healthcare professionals is through recommendations from friends/relatives and other professionals, followed by the use of social networks. The majority of participants used social networks to search for healthcare professionals, with Instagram being the most widely used platform. Sponsored advertisements can be an effective way to reach potential new patients. The most valued characteristics in healthcare content creators were reliability, expertise, and the ability to convey messages, with health-related explanations in an easily understandable manner being the preferred type of content. Therefore, this study revealed that social networks can influence the search for and selection of healthcare professionals.

RESUMO A quinoa é um pseudocereal muito importante devido ao seu conteúdo nutricional, grande adaptabilidade e ampla variabilidade genética. Na Colômbia, os estudos genéticos sobre a quinoa são escassos e não existem variedades certificadas. Em vez disso, crescem no campo misturas varietais que afetam a qualidade dos grãos e, portanto, os processos pós-colheita e de comercialização. O objetivo deste estudo foi caracterizar morfoagronômicamente cinco cultivares de quinoa em condições de campo e casa de vegetação em Tunja-Boyacá, utilizando 21 descritores qualitativos e quantitativos, estimando sua variação com análises descritivas, multivariadas e de agrupamento. Os resultados mostram alta segregação fenotípica entre as cultivares, sendo a produtividade, o diâmetro e o comprimento da panícula as variáveis quantitativas com maior variação tanto no campo quanto na casa de vegetação. A análise multivariada mostrou que 72,54% da variância observada em casa de vegetação e 75,20% no campo foram explicadas pelos dois primeiros componentes, onde altura da planta, diâmetro do caule, densidade e cor da panícula e cor do caule foram variáveis discriminantes. No campo e em casa de vegetação, foram formados três grupos de cultivares de acordo com a produtividade e características morfoagronômicas desejáveis. Finalmente, nas atuais condições ambientais, os materiais de quinoa mais promissores para um programa de melhoramento foram Blanca Subachoque e Tunkahuan.

ABSTRACT Quinoa is a pseudocereal of great importance because of its nutritional content, great adaptability and broad genetic variability. In Colombia, genetic studies on quinoa are scarce, and there are no certified varieties. Rather, varietal mixtures that affect grain quality and, therefore, postharvest and marketing processes grow in the field. The objective of this study was to carry out a morphoagronomic characterization of five quinoa cultivars under field and greenhouse conditions in Tunja-Boyacá using 21 qualitative and quantitative descriptors, estimating their variation with descriptive, multivariate, and cluster analyses. The results show a high phenotypic segregation among cultivars, where yield, diameter, and panicle length were the quantitative variables with greater variation both in the field and in the greenhouse. The multivariate analysis showed that 72.54% of the variance observed in the greenhouse and 75.20% in the field were explained by the first two components, where plant height, stem diameter, panicle density and color, and stem color were discriminating variables. In the field and in the greenhouse, three groups of cultivars were formed according to the yield and desirable morphoagronomic characteristics. Finally, under the present environmental conditions, the more promising quinoa materials for a breeding program were Blanca Subachoque and Tunkahuan.

The Consumer Protection Act 68 of 2008 (CPA) introduced a variety of consumer rights that are intended to protect consumers in their engagement with suppliers. Amongst these rights is the consumer's right to equality in the consumer market. Section 8 of the CPA sets out practices that are considered to be prohibited discriminatory marketing practices; while section 9 of the CPA provides instances that constitute reasonable grounds for differential treatment in certain circumstances. In particular, section 9(2) of the CPA provides that a supplier may provide and designate facilities that are separate but equal for the exclusive use of each gender. Alternatively, the supplier is permitted to offer access to a facility to one gender exclusively. Over the years, the LGBTQI+ community has increased awareness around gender stereotypes; and stressed that not all persons conform to a binary-gender allocation. Therefore, the question that arises is whether section 9(2) of the CPA, in permitting the designation of facilities to exclusively one gender, is unfairly discriminating against transgender and non-binary persons and is therefore unconstitutional. To the extent that the provision is constitutional, the paper considers whether the continued practice of having gender-segregated bathrooms to the exclusion of transgender and non-binary persons is constitutional.

BACKGROUND: Entrepreneurial marketing (EM) is an important market strategic concept that small and medium-sized enterprise (SME) owners or managers adopt and practise to drive their enterprises to attain competitive financial performance. Records indicate that in the past 20 years limited studies have focussed on EM strategic challenges that the Basotho SMEs face in Lesotho. AIM: This study aimed to determine the effect of EM strategies (customer relationship, strategic networking and customer satisfaction) on the competitive financial performance of SMEs in selected districts of Lesotho. SETTING: The data for this study were collected from the four districts of Butha-Buthe, Leribe, Mafeteng and Maseru in Lesotho, where SME distribution is higher compared to other districts in Lesotho. METHODS: The descriptive-correlation research design was adopted using the questionnaire as the primary research tool for the data collection in the four selected districts, and the data were analysed using descriptive and inferential statistics. RESULTS: The three predictors (customer relationship, strategic networking and customer satisfaction) of the EM estimates identified that each predictor statistically contributes significantly to SMEs' dynamic market operation and attaining competitive financial performance CONCLUSION: The three factors of EM explain why SME owners or managers should consider the predictors as critical and synergic market factors that influence their enterprises to attain competitive financial performance. CONTRIBUTION: The results of this study suggest (to SME owners, managers and policymakers) that the three predictors of EM are critically idiosyncratic and have a distinctive influence on the SMEs' effective market operation and attaining competitive financial performance

BACKGROUND: Online shopping has revolutionised the way we buy products, providing convenience and accessibility. However, one of the challenges of online shopping has been the inability to physically try products before making a purchase. This limitation led to the emergence of online augmented reality (AR) shopping, a technology-driven solution that has transformed the online retail experience, especially for expensive products that require extensive search. Despite the potential that AR technology has exhibited, the retail sector has not yet fully embraced it and research on its impact on consumer behaviour is still in its early stages. OBJECTIVES: The study sought to establish the driving factors influencing consumers' adoption of online AR shopping for high-involvement products. METHOD: A quantitative method was used to analyse specific relationships between variables, to address knowledge gaps in this context. RESULTS: According to the results, perceived usefulness, optimism and trialability are significant driving factors that influence consumers' adoption of AR shopping when purchasing high-involvement products. CONCLUSION: Gaining a greater understanding of consumers' perception of online AR in the retail industry is critical for business success to create an enhanced and immersive retail experience. CONTRIBUTION: These results make an important academic contribution by increasing the theoretical understanding of consumer adoption. The findings of this study may assist marketing practitioners in overcoming the challenges faced when migrating consumers from purchasing high-involvement products at traditional brick-and-mortar stores to online shopping platforms.

RESUMEN El objetivo de la investigación fue diagnosticar la influencia en la seguridad alimentaria del marketing nutricional y la publicidad en los estudiantes y profesores de la Facultad de Ciencias Aplicadas, en la Universidad de Camagüey. Se realizó un estudio analítico en el período comprendido de mayo a julio de 2024. El universo estuvo representado por 107 participantes en los que se incluyeron los estudiantes y profesores de la carrera de Ciencias Alimentarias, así como docentes de la carrera de Ingeniería Industrial. La muestra quedó constituida por 49 estudiantes y 16 profesores. De los métodos empíricos fueron empleados la revisión bibliográfica y una encuesta. Se concluye que repercute en la seguridad alimentaria la influencia del marketing nutricional y la publicidad en los estudiantes y profesores de la Facultad de Ciencias Aplicadas especialmente en la fase de decisión, elección y acceso a la compra de productos alimentarios.

ABSTRACT The objective of the research was to diagnose the influence on food safety of nutritional marketing and advertising in students and professors of the Faculty of Applied Sciences, at the University of Camagüey. An analytical study was carried out in the period from May to July 2024. The universe was represented by 107 participants, which included students and professors from the Food Sciences major, as well as professors from the Industrial Engineering major. The sample consisted of 49 students and 16 teachers. Of the empirical methods, a bibliographic review and a survey were used. It is concluded that the influence of nutritional marketing and advertising on students and professors of the Faculty of Applied Sciences has an impact on food safety, especially in the decision, choice and access phase of purchasing food products.

ABSTRACT The purpose of this study was to analyze the influence of attention and skepticism in the evaluation of false market discourse with an environmental appeal (greenwashing). The theoretical support for the research was based on the study of the attention process (understood in terms of pre-attention and attention), as well as the practice of greenwashing and consumer skepticism. The methodological procedure adopted a hypothetical-deductive approach, carried out through two face-to-face experiments (n=129 and n=159) with a 2 factorial design (attention/pre-attention) x 2 (present/absent skepticism), with the measurement of four interest metrics (attribute evaluation, judgment about the practice of greenwashing, emotional reaction to the advertisement, and environmental purchase behavior), added to eye tracking. One-way ANOVA was used for one-dimensional analyzes and general linear model (GLM) ANOVA for multivariate analyses, with Tukey's post hoc test. As a result, it was possible to observe a better evaluation of the practice of greenwashing when pre-attentiveness and the absence of skepticism were combined, which sets up a potential scenario for the influence of this false marketing discourse on consumer behavior. greenwashing. . (greenwashing) understood preattention pre attention, , attention) hypotheticaldeductive hypothetical deductive approach facetoface face n=129 n129 n 129 (n=12 n=159 n159 159 attention/preattention attentionpreattention attention/pre (attention/pre-attention present/absent presentabsent present absent skepticism, skepticism) attribute advertisement behavior, behavior behavior) tracking Oneway One way onedimensional one dimensional GLM (GLM analyses Tukeys Tukey s test result preattentiveness attentiveness combined (greenwashing n=12 n12 12 (n=1 n=15 n15 15 attentionpre n=1 n1 1 (n= n= (n

RESUMO O trabalho teve como objetivo analisar a influência da atenção e do ceticismo na avaliação do falso discurso mercadológico com apelo ambiental (greenwashing). O suporte teórico da pesquisa assentou-se no estudo do processo da atenção (compreendido em termos de pré-atenção e atenção), assim como da prática de greenwashing e o ceticismo do consumidor. O procedimento metodológico adotou uma abordagem hipotético-dedutiva, realizada por meio de dois experimentos presenciais (n=129 e n=159) com desenho fatorial 2 (atenção/pré-atenção) x 2 (ceticismo presente/ausente), com a mensuração de quatro métricas de interesse (avaliação dos atributos, julgamento acerca da prática de greenwashing, reação emocional ao anúncio e comportamento ambiental de compra), somada ao monitoramento ocular (eyetracker). Foram empregadas a ANOVA one-way para as análises unidimensionais e a ANOVA pelo modelo linear geral (GLM) para as análises multivariadas, com o teste post hoc de Tukey. Como resultado, foi possível observar uma melhor avaliação da prática de greenwashing quando da junção da pré-atenção e da ausência do ceticismo, o que configura um cenário de potencialidade da capacidade de influência desse falso discurso mercadológico no comportamento do consumidor. greenwashing. . (greenwashing) assentouse assentou se compreendido préatenção pré atenção, , atenção) consumidor hipotéticodedutiva, hipotéticodedutiva hipotético dedutiva, dedutiva hipotético-dedutiva n=129 n129 n 129 (n=12 n=159 n159 159 atenção/préatenção atençãopréatenção atenção/pré (atenção/pré-atenção presente/ausente, presenteausente presente/ausente presente ausente presente/ausente) atributos compra, compra compra) eyetracker. eyetracker (eyetracker) oneway one way GLM (GLM multivariadas Tukey resultado (greenwashing n=12 n12 12 (n=1 n=15 n15 15 atençãopré (eyetracker n=1 n1 1 (n= n= (n

ABSTRACT The COVID-19 pandemic severely affected the tourism sector of Encarnación, Paraguay, forcing Micro, Small and Medium Enterprises (MSMEs) to look for technological solutions to survive. In 2022, an investigation was carried out to analyze its digital maturity. Using a mixed, quantitative and qualitative methodology, a questionnaire based on the IDB's Digital Checkup tool was applied and interviews were conducted with managers and employees about their digital practices. The sample included 21 tourism MSMEs from Encarnación, selected at random and stratified by type of business. The results showed that the majority of these MSMEs are one-person hotels, and almost 50% are at an initial level of digital maturity. This underlines the urgent need to implement digital tools to improve productivity. It is concluded that the low level of digital maturity of these MSMEs limits their competitiveness in the global market. Training programs, financial support, digital marketing strategies and collaborative networks are recommended to improve your situation. These findings are crucial for MSMEs, governments and organizations that support the tourism sector.

RESUMEN La pandemia de COVID-19 afectó gravemente al sector turístico de Encarnación, Paraguay, obligando a las Micro, Pequeñas y Medianas empresas (MiPyME) a buscar soluciones tecnológicas para sobrevivir. En 2022, se realizó una investigación para analizar su madurez digital. Usando una metodología mixta, cuantitativa y cualitativa, se aplicó un cuestionario basado en la herramienta Chequeo Digital del BID y se realizaron entrevistas a gerentes y empleados sobre sus prácticas digitales. La muestra incluyó 21 MiPyME turísticas de Encarnación, seleccionadas al azar y estratificadas por tipo de negocio. Los resultados mostraron que la mayoría de estas MiPyME son hoteles unipersonales, y casi el 50% está en un nivel inicial de madurez digital. Esto subraya la necesidad urgente de implementar herramientas digitales para mejorar la productividad. Se concluye que el bajo nivel de madurez digital de estas MiPyME limita su competitividad en el mercado global. Se recomienda programas de formación, apoyo financiero, estrategias de marketing digital y redes colaborativas para mejorar su situación. Estos hallazgos son cruciales para las MiPyME, los gobiernos y las organizaciones que apoyan el sector turístico.