This paper presents the stages of an acceleration program focused on chemical technologies. We demonstrate how this initiative contributes to the creation of new businesses, startups, and technology licensing from research developed at Brazilian universities. The case of the program Escale-se is discussed. There were 66 technologies submitted, and 14 were selected for the pre-acceleration phase. In this phase, various contents were worked on, such as creating a business model and aspects of scaling hard-science technologies. Teams were evaluated by panels with market specialists, and 6 were selected for the second phase: pre-scaling/proof of concept. Here, proponents were encouraged to validate the business model by connecting with potential clients and partners, as well as planning the development and testing of the product in a relevant environment. Finally, one team was classified for the last stage: scaling/go-to-market - where they received R$ 100,000.00 to scale up their technology and create strategies for raising investments. Four of the fourteen technologies selected for the program opened National Register of Legal Entities (CNPJ) and raised approximately R$ 4.5 M in investments from different sources. These results demonstrate that the methodology contributed to the entrepreneurial development of participating researchers and the raising of funds for the businesses created. startups universities Escalese Escale se discussed submitted 1 preacceleration pre phase hardscience hard science specialists prescaling/proof prescalingproof scaling/proof proof concept Here partners environment Finally stage scaling/gotomarket scalinggotomarket scaling/go go R 10000000 100 000 00 100,000.0 CNPJ (CNPJ 45 4 5 4. sources created prescaling scalingproof gotomarket scalinggo 1000000 10 0 100,000. 100000 100,000 10000 100,00 1000 100,0 100,

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 competitiveness of SMEs is relevant to analyze their development in the market, which increasingly requires better performance to remain relevant. Competitiveness must be analyzed comprehensively to have a better overview of these companies and know how they interact with their competitors. The objective of this article is to present an analysis of the level of competitiveness of SMEs in the municipality of Umán, Yucatán. The present work is with a quantitative and cross-sectional approach. In this research, the systemic competitiveness model was used, the study population was 95 companies with a sample of 77. The main findings of the work indicate that the companies studied have a high competitiveness index, where the quality assurance factor is one of the best evaluated, while the environmental management factor is one of those that obtained the lowest score.

Resumen La competitividad de las PyMEs resulta relevante para analizar su desarrollo en el mercado, el cual cada vez exige un mejor desempeño para que se mantengan vigentes. La competitividad debe ser analizada de forma integral para tener un mejor panorama de estas empresas y conocer cómo interactúan con sus competidores. El objetivo del presente artículo es presentar un análisis del nivel de competitividad de las PyMEs del municipio de Umán, Yucatán. El presente trabajo es con enfoque cuantitativo y de corte transversal. En esta investigación se empleó el modelo de la competitividad sistémica, la población de estudio fueron 95 empresas con una muestra de 77. Los principales hallazgos del trabajo indican que las empresas estudiadas presentan un alto índice de competitividad, donde el factor de aseguramiento de la calidad es uno de los mejores evaluados, mientras que el factor de la gestión ambiental es uno de los que obtuvieron menor puntaje

Abstract The objective of this research is to identify and describe the main domains and subdomains of the entrepreneurial ecosystem that drive entrepreneurship in Mexico and establish their relationship with the entrepreneurial intention. For this purpose, a structured direct questionnaire was developed which was applied to 1,141 students of accounting, administration, and computer science majors, from the Faculty of Accounting and Administration of the National Autonomous University of Mexico. A descriptive, correlational, and multivariate analysis was carried out. The results allow to know that the training of an entrepreneur integrates social, cultural and economic knowledge, which increases the probability of creating successful entrepreneurship; however, knowledge of the business environment does not represent a strength for students, specifically they lack knowledge about the financing sources. Regarding the students' perception about the market and human capital, it was found that they have a notion of the elements that allow increasing sales in an organization and know how to recognize the importance of human capital. On the other hand, students express concern about procedures and corruption, which are barriers that usually prevent entrepreneurship in Mexico; likewise, they require more information about entrepreneurship support services.

Resumen El objetivo de esta investigación es identificar y describir los principales dominios y subdominios del ecosistema emprendedor que favorecen el emprendimiento en México, y establecer su relación con la intención de emprendimiento, para ello se elaboró un cuestionario directo estructurado el cual fue aplicado a 1,141 estudiantes de las carreras de contaduría, administración e informática, de la Facultad de Contaduría y Administración de la Universidad Nacional Autónoma de México, se realizó un análisis descriptivo, correlacional y multivariado. Los resultados permiten saber que la formación de un emprendedor integra conocimientos sociales, culturales y económicos, lo cual incrementa las probabilidades de crear emprendimientos exitosos, sin embargo, el conocimiento del ambiente empresarial no representa una fortaleza para los estudiantes, específicamente carecen de conocimientos sobre las fuentes de financiamiento. Respecto a la percepción de los estudiantes acerca del mercado y del capital humano, se encontró que estos tienen noción de los elementos que permiten incrementar las ventas en una organización y saben reconocer la importancia del capital humano. Por otra parte, los estudiantes manifiestan preocupación por los trámites y la corrupción que son barreras que suelen impedir el emprendimiento en México; asimismo, requieren de más información sobre de los servicios de apoyo al emprendimiento.

Abstract Cool materials have higher values of solar reflectance and lower values of thermal emittance, although still high when compared to conventional coatings, thus, their surfaces are less heated. In this regard, the goal was to identify the chemical elements present on cool surfaces that influence solar reflectance and thermal emittance. To this end, the spectral reflectance and the thermal emittance were measured with methods and equipment standardized by the Cool Roof Rating Council (CRRC) of 23 elastomeric cool coatings commercialized in the Brazilian market, and the chemical composition of the surfaces with EDS (Energy-dispersive X-ray detector) coupled to the field emission scanning electron microscope (FE-SEM) was analyzed. The presence of the metallic chemical element (titanium) in greater quantities on the surfaces was not decisive for lower thermal emittance values. The surfaces of materials with lower carbon and higher oxygen content have higher near infrared and solar reflectance. Therefore, surfaces with a matte finish have higher solar reflectance values because of the higher ratio of pigments in relation to resin than those with a glossy finish, which are mistakenly associated with higher reflectance due to its high surface gloss. thus heated regard end CRRC (CRRC 2 market Energydispersive Energy dispersive Xray X ray detector FESEM FE SEM (FE-SEM analyzed titanium (titanium Therefore gloss

Resumo Os materiais frios possuem maiores valores de refletância solar e menores, apesar de elevados, de emitância térmica comparados aos revestimentos convencionais, desta forma, aquecem menos suas superfícies. Assim, o objetivo foi identificar os elementos químicos presentes nas superfícies frias que influenciam na refletância solar e emitância térmica. Para isso, foram medidas a refletância espectral e a emitância térmica com métodos e equipamentos normatizados pelo Cool Roof Rating Council (CRRC) de 23 revestimentos frios elastoméricos do mercado brasileiro e analisada a composição química das superfícies com EDS (detector de energia dispersiva de raios-x) acoplado ao microscópio eletrônico de varredura por emissão de campo (SEM-FEG). A presença do elemento químico metálico (titânio) em maiores quantidades nas superfícies não foi determinante para menores valores de emitância térmica. As superfícies dos materiais com menor quantidade de carbono e maior em oxigênio possuem maior refletância no infravermelho próximo e solar. Portanto, superfícies com acabamento superficial fosco têm maiores valores de refletância solar por causa da maior proporção de pigmentos em relação à resina do que as de acabamento brilhante, que erroneamente são associadas com maior refletância por causa do alto brilho superficial. elevados convencionais forma Assim isso CRRC (CRRC 2 detector raiosx raios x raios-x SEMFEG. SEMFEG SEM FEG . (SEM-FEG) titânio (titânio Portanto brilhante (SEM-FEG

RESUMEN El karaguata es un arbusto de la familia de las bromelias del cual se extrae fibra a fin de producir distintos productos, utilizado como recurso ancestral por las comunidades indígenas del Gran Chaco. La presente investigación tiene como objetivo la descripción del avance de los últimos años del uso del karaguata, teniendo a las comunidades de los Ayoreos de Carmelo Peralta y a los Nivaclé de Boquerón como casos de estudio. El método empleado es de enfoque cualitativo, nivel descriptivo de diseño etnográfico; la técnica es de análisis documental. Por medio de estos estudios se tiene como resultado que estas comunidades aborígenes han adquirido un cierto grado de tecnología y la apertura a un nuevo mercado de comercialización que pueden ofrecer soluciones económicas de desarrollo sustentable. Aunque se obtienen resultados positivos se requiere también tener en cuenta algunos aspectos de suma importancia a fin de sostener las mejoras significativas, como por ejemplo, el aprovisionamiento de la materia prima y el cuidado del valor simbólico y sociocultural de la producción hecha por los pueblos originarios. El artículo es un estudio introductorio a otros que pueden realizarse a futuro y que tengan como enfoque principal el examinar a más profundidad la producción, distribución y comercio del karaguata a nivel país.

ABSTRACT Karaguata is a shrub from the bromeliad family from which fiber is extracted in order to produce different products, used as an ancestral resource by the indigenous communities of the Gran Chaco. The objective of this research is to describe the progress in recent years in the use of Karaguata, taking the communities of the Ayoreos of Carmelo Peralta and the Nivaclé of Boquerón as case studies. The method used is a qualitative approach, descriptive level of ethnographic design; the technique is documentary analysis. Through these studies, the result is that these aboriginal communities have acquired a certain degree of technology and the opening to a new marketing market that can offer economic solutions for sustainable development. Although positive results are obtained, it is also necessary to take into account some extremely important aspects in order to sustain significant improvements, such as, for example, the provision of raw materials and the care of the symbolic and sociocultural value of the production made by the native peoples. The article is an introductory study to others that may be carried out in the future and whose main focus is to examine in more depth the production, distribution and trade of karaguata at the country level.

There is widespread agreement that skills development is a vital dimension of the just energy transition (JET). Skills development for JET is rapidly emerging and involves complex inter-sectoral systems of skills development and new methods for demand analysis. Currently in South Africa, learning pathways into green jobs, enterprise development and more sustainable job options, including those required for JET at entry and technical levels, are unclear, ad hoc and fragmented. At best, we have fragmented offerings of courses and qualifications and few systemic approaches to skills analysis and development. There is also a narrow reliance on supply and demand discourses that are ill-fitting for the type of skills that need to be developed. Drawing on a group of regional and local studies focusing on skills supply and demand for JET, the paper analyses the responsiveness of skills systems, with specific focus on institutions and institutional arrangements that underpin skills planning and anticipation. The paper critiques the metaphor of 'supply' and 'demand', which, it argues, is the wrong lens, as it focuses attention on certain parts of the skills system dislocated from the broader conditions that they are imbedded in. We pose new methodological questions for engaged skills research that can enable a green and just future, and the systemic transformations that are needed to catalyse a low-carbon transition. SIGNIFICANCE: The research findings offer a critical reflection on the current approach to research focused on skills for the just energy transition. The review highlights the limitations of the dominant supply-demand approach of skills analysis, and we argue that it promotes a neoliberal, market-led discourse on skills that privileges industry and excludes the voices of communities and workers.

Research that directs the way stakeholders act and how they collaborate is essential when addressing complex environmental challenges in the field of sustainability science. For example, researchers attempting to manage Prosopis invasions through biological control in South Africa have historically faced challenges from stakeholders. In this study we illustrate the importance of stakeholder engagement and social learning by outlining the collaborative efforts of various stakeholders to promote effective, integrative and sustainable management of Prosopis invasions in the Northern Cape, South Africa. Through a community of practice approach, stakeholders worked together over the past half-decade in an attempt to develop a National Strategy for Prosopis management and improve its control. This strategy aimed not only to emphasise the need for integration of biomass use (aimed at offsetting the costs of mechanical clearing and necessary herbicide use) but also to underscore the significance of biocontrol alongside other management approaches. Stakeholders also identified that adequate farm-scale planning is necessary to provide a sense of purpose and assist in monitoring of progress. We worked alongside land managers and experts to develop such plans. The engagement of local champions played a crucial role in facilitating collaboration and learning among stakeholders, emphasising the significance of inclusive approaches in addressing complex sustainability challenges. In addition, we gained an understanding of how to develop the community of practice to enhance collaboration that ensures the implementation of plans to better manage Prosopis. Our findings underscore the necessity of meaningful stakeholder engagement and collaboration in effective invasive species management. By promoting understanding and involvement of diverse stakeholders, initiatives can have a greater impact in addressing broader sustainability issues. SIGNIFICANCE: Our findings highlight the fundamental role of stakeholder collaboration in addressing environmental challenges (e.g. biological invasions), promoting sustainability and fostering social learning. Collaboration facilitates exchange of knowledge, promotes social learning and allows stakeholders to make informed decisions when addressing sustainability issues. Collaborative approaches promote the effectiveness of a community of practice in managing Prosopis invasions in South Africa. Local champions played a pivotal role in facilitating collaboration, bridging communication gaps and promoting inclusive approaches. Sustained stakeholder engagement, transdisciplinary collaborations, effective biological control and market development for biomass products will be essential to improve the sustainable management Prosopis.

ABSTRACT Care for human well-being and health requires the consumption of healthy foods, and therefore, the “baby-leaf” gains increased space in the market as they have higher concentrations of bioactive compounds. The present study aimed to evaluate the growth and bioactive compounds of baby-leaf chicory (Cichorium intybus L.) according to the color of cultivation benches with different wavelengths. The experiment was conducted in a non-acclimatized greenhouse, covered with low density polyethylene film with an aluminized screen of 50% shading under the film and 50% shading screens on the sides. In a completely randomized design, five types of benches were evaluated without and with bright reflective colored materials: Control bench without reflective material, a bench with reflective bright white laminate, reflective bright dark red laminate, reflective bright dark blue laminate, and reflective bright yellow laminate. The bright white and yellow laminates amplified the most photosynthetically active radiation. All the laminates enhanced yield of baby-leaf chicory plants, where white, yellow, red, and dark blue enhanced the fresh matter by 102.6%, 50.2%, 60.6%, and 37.4% compared to the control, respectively. The bright dark blue laminates enhanced the bioactive compounds of baby-leaf chicory plants. The bright dark blue laminate enhanced the carotenoid production of baby-leaf chicory plants by 11.0%. The use of colored laminates was effective in the cultivation of baby-leaf chicory, both in terms of yield and quality, with significant increases in fresh matter and bioactive compounds. To provide baby-leaf chicory with higher bioactive content with antioxidant effect (carotenoids) the use of dark blue laminates is necessary; however, if the objective is greater shoot DM it will be white laminates.

Este paper discute determinados recortes de uma pesquisa de mestrado em andamento. O presente trabalho tem o objetivo de analisar perfis de Instagram de mulheres defensoras das armas de fogo como instrumento de autodefesa e mapear as redes que formam. O fenômeno do ativismo feminino “pró-armas” está interligado à ascensão da nova direita, ao sentimento de insegurança e de descrédito em relação às instituições estatais, além do lobby armamentista. Tanto na política institucional quanto na sociedade civil são notórios os discursos de mulheres que representam o uso da arma de fogo como estratégia de autodefesa e também como ferramenta de empoderamento feminino. Consonante a isso, fontes de pesquisa atestam o crescimento significativo das fabricantes brasileiras de armas leves na última década no mercado de segurança internacional. A pesquisa, de caráter qualitativo, se baseia em observação etnográfica oculta em ambiente digital e em Análise de Rede Social (ARS) em fase inicial. Os materiais utilizados foram perfis de Instagram das atrizes e organizações sociais de maior circulação no meio da autodefesa armada feminina. Os resultados têm demonstrado: a articulação de símbolos originalmente feministas de empoderamento a velhos signos de feminilidade hegemônica; propostas de autodefesa armada para as mulheres como estratégia frente à violência contra a mulher; e um paralelo entre o crescimento do mercado armamentista e os perfis de ativismo feminino “pró-armas”, devido aos patrocínios às iniciativas das mulheres.

This paper discusses certain excerpts from an ongoing master's research. The present work aims to analyze Instagram profiles of women defenders of firearms as an instrument of selfdefense and to map the networks they form. The phenomenon of pro-gun female activism is interconnected with the rise of the new right, the feeling of insecurity and discredit in relation to state institutions, as well as the gun lobby. Both in institutional politics and in civil society, the discourses of women who represent the use of firearms as a strategy of self-defense and also as a tool for female empowerment are notorious. In line with this, research sources attest to the significant growth of Brazilian manufacturers of small arms in the last decade in the international security market. The research, of a qualitative nature, is based on ethnographic hidden observation in digital environment and on Social Network Analysis (SNA) in the initial phase. The materials used were Instagram profiles of the actresses and social organizations with the greatest circulation in the midst of female armed self-defense. The results have demonstrated: the  articulation of originally feminist symbols of empowerment with old signs of hegemonic femininity; proposals for armed self-defense for women as a strategy against violence against women; and a parallel between the growth of the arms market and the profiles of pro-gun female activism, due to sponsorships of women's initiatives.

En este artículo se discuten algunos extractos de una investigación de maestría en curso. El presente trabajo tiene como objetivo analizar los perfiles de Instagram de mujeres defensoras de armas de fuego como instrumento de autodefensa y mapear las redes que conforman. El fenómeno del activismo femenino pro-armas está interconectado con el ascenso de la nueva derecha, el sentimiento de inseguridad y descrédito en relación con las instituciones estatales, así como con el lobby de las armas. Tanto en la política institucional como en la sociedad civil son notorios los discursos de las mujeres que representan el uso de las armas de fuego como estrategia de autodefensa y también como herramienta de empoderamiento femenino. En línea con esto, fuentes de investigación atestiguan el importante crecimiento de los fabricantes brasileños de armas pequeñas en la última década en el mercado de la seguridad internacional. La investigación, de carácter cualitativo, se basa en la observación etnográfica oculta en un entorno digital y en el Análisis de Redes Sociales (ARS) en la fase inicial. Los materiales utilizados fueron los perfiles de Instagram de las actrices y las organizaciones sociales de mayor circulación en medio de la autodefensa armada femenina. Los resultados han demostrado: la articulación de símbolos de empoderamiento originalmente feministas con viejos signos de feminidad hegemónica; propuestas de autodefensa armada de las mujeres como estrategia contra la violencia hacia las mujeres; y un paralelismo entre el crecimiento del mercado armamentístico y los perfiles de activismo femenino pro-armas, debido al patrocinio de iniciativas de mujeres

Resumen: La investigación, con enfoque epistemológico cuantitativo y el paradigma positivista, tiene como objetivo definir la relación entre el marco regulatorio del sector financiero ecuatoriano y las condiciones de financiamiento a las pymes. Esta fue de tipo descriptivo-correlacional, permitiendo realizar un análisis descriptivo y factorial de variables vinculadas al conocimiento y aplicación de leyes y códigos regulatorios de 54 oficiales de crédito del sector bancario de El Oro, Ecuador. Se identificaron dos dimensiones: una relacionada con el marco regulatorio monetario y otra con códigos orgánicos. Las encuestas señalan que las leyes más aplicadas son: Ley General de Instituciones del Sector Financiero y Ley de Compañías. La primera regula la creación, funcionamiento y cierre de instituciones financieras privadas para proteger a la población y asegurar la estabilidad financiera; su cumplimiento es supervisado por la Superintendencia de Bancos. La segunda simplifica el proceso de constitución de empresas, permitiendo diversos tipos de compañías y flexibilidad en su estructura. Las regulaciones bancarias ecuatorianas han experimentado reformas para fortalecer la solidez y transparencia del sistema, como la Ley de Mercado de Valores y la Ley de Instituciones del Sistema de Seguros Privados, que contribuyen a la estabilidad, regulación, protección al consumidor financiero y promoción de la competencia, generando condiciones de financiamiento favorables, que incluyen confianza, tasas de interés competitivas y amplias opciones financieras.

Abstract: The research, with a quantitative epistemological approach and the positivist paradigm, aims to define the relationship between the regulatory framework of the Ecuadorian financial sector and the financing conditions for SMEs. This was of a descriptive-correlational type, allowing a descriptive and factorial analysis of variables linked to the knowledge and application of laws and regulatory codes of 54 credit officers from the banking sector of El Oro, Ecuador. Two dimensions were identified: one related to the monetary regulatory framework and another with organic codes. Surveys indicate that the most applied laws are: General Law of Financial Sector Institutions and Companies Law. The first regulates the creation, operation and closure of private financial institutions to protect the population and ensure financial stability; Its compliance is supervised by the Superintendency of Banks. The second simplifies the business incorporation process, allowing various types of companies and flexibility in their structure. Ecuadorian banking regulations have undergone reforms to strengthen the soundness and transparency of the system, such as the Securities Market Law and the Law of Institutions of the Private Insurance System, which contribute to stability, regulation, financial consumer protection and promotion of competition, generating favorable financing conditions, which include confidence, competitive interest rates and broad financial options.

Resumen: Esta investigación analiza la relación entre comportamiento de consumo sostenible con la percepción, las prácticas y los atributos percibidos en los productos y los fabricantes en torno al consumo responsable en la generación Z. Para esto se hizo un estudio descriptivo, con enfoque cuantitativo. Se aplicó una encuesta en formato digital a 903 adultos nacidos a partir de 1995 en la ciudad de Bogotá. El análisis estadístico se realizó mediante un análisis factorial confirmatorio para identificar si las variables se agrupan en los constructos propuestos, seguido se realizó un modelo causal a partir de un análisis de ecuaciones estructurales, con la metodología de bootstraping con el fin de validar las hipótesis propuestas. Los resultados comprueban la existencia de los factores propuestos y se identificó que los hábitos de consumo responsable, la actitud hacia el consumo responsable y los atributos del producto inciden en el comportamiento de consumo sostenible, sin embargo, los atributos percibidos del fabricante no tienen una relación directa con este, aunque cuando los atributos del fabricante son mediados por los atributos del producto existe incidencia. Estos hallazgos aportan al conocimiento científico ya que la literatura actual no ha analizado la relación entre el fabricante con producción responsable y los atributos de productos de consumo responsable percibidos por el consumidor. Por tal razón, los fabricantes deben mejorar sus esfuerzos en comunicar y llevar al mercado productos amigables con el medio ambiente.

Abstract: This research analyzes the relationship between sustainable consumption behavior with perception, practices and perceived attributes in products and manufacturers around responsible consumption in generation Z. For this a descriptive study was made, quantitatively. A digital survey was carried out on 903 adults born in Bogotá since 1995. The statistical analysis was performed using a confirmatory factor analysis to identify if the variables are grouped in the proposed constructs, followed by a causal model based on an analysis of structural equations, with the bootstraping methodology in order to validate the proposed hypotheses. The results prove the existence of the proposed factors and it was identified that responsible consumption habits, attitude towards responsible consumption and product attributes affect sustainable consumption behavior, However, the perceived attributes of the manufacturer do not have a direct relationship with it, although when the attributes of the manufacturer are mediated by the attributes of the product there is incidence. These findings contribute to scientific knowledge since the current literature has not analyzed the relationship between the manufacturer with responsible production and the attributes of responsible consumer products perceived by the consumer. For this reason, manufacturers must improve their efforts to communicate and bring environmentally friendly products to market.

Resumen: En el escenario competitivo del sector bancario, las actividades de marketing y branding se han convertido en un elemento crucial para el éxito a largo plazo de las instituciones financieras. Desde la gestión del brand equity, la confianza y la lealtad son esenciales, no solo en los procesos operativos con los usuarios, sino en la consolidación de la marca como un activo estratégico. El objetivo de esta investigación fue analizar la multidimensionalidad del brand equity para el sector bancario desde la perspectiva de la generación Z. Se desarrolla un estudio de tipo cuantitativo, analítico y de corte transversal, utilizando el análisis factorial exploratorio y confirmatorio a partir de un instrumento aplicado de forma on line a personas pertenecientes a este segmento generacional. Los hallazgos infieren que el brand equity en el sector bancario dirigido a la generación Z está conformado por las siguientes dimensiones: fidelidad e importancia de la marca (FIM), calidad percibida (CP), asociación de marca (AM), rendimiento de la marca (RM) y conciencia de la marca (CM). Se concluye que el sector bancario debe seguir consolidando su brand equity como actividad estratégica a partir de dichas dimensiones, fortaleciendo el posicionamiento de sus marcas, su participación y su orientación al mercado, garantizando el entendimiento de las necesidades, deseos y comportamientos de la generación Z.

Abstract: In the competitive scenario of the banking sector, marketing and branding activities have become a crucial element for the long-term success of financial institutions. From the perspective of brand equity management, trust and loyalty are essential, not only in the operational processes with users, but also in the consolidation of the brand as a strategic asset. The aim of this research was to analyse the multidimensionality of brand equity for the banking sector from the perspective of Generation Z. A quantitative, analytical, and cross-sectional study was carried out, using exploratory and confirmatory factor analysis based on an instrument applied online to people belonging to this generational segment. The findings infer that brand equity in the banking sector aimed at Generation Z is made up of the following dimensions: brand loyalty and importance (BLI), perceived quality (PQ), brand association (BA), brand performance (BP) and brand awareness (BA). It is concluded that the banking sector must continue to consolidate its brand equity as a strategic activity based on these dimensions, strengthening its brand positioning, market share and market orientation, ensuring an understanding of the needs, desires, and behaviours of Generation Z.

Resumen: Esta investigación aborda la diversidad de rasgos en el mercado minorista mexicano, buscando identificar atributos comunes fundamentales entre los consumidores de tiendas de retail. El objetivo es analizar las variaciones en las preferencias de distintos tipos de consumidores con respecto a las estrategias de precios implementadas por un supermercado y cómo estas contribuyen a una experiencia transformadora. Se destacan cinco segmentos de consumidores prósperos: i) myopic switcher light, ii) strategic switchers light, iii) myopic switchers heavy, iv) strategic loyal heavy, y v) myopic loyal light. La aplicación del enfoque de segmentación permite a los tomadores de decisiones discernir estrategias más aceptadas en cada segmento, facilitando la comprensión de cómo abordar efectivamente las características distintivas de los consumidores. Este enfoque informado proporciona un marco valioso para especialistas y tomadores de decisiones de marketing, permitiéndoles adaptar estrategias específicas según las preferencias diferenciadas de los consumidores en el mercado minorista mexicano. La investigación destaca la viabilidad de adoptar estrategias de precios basadas en la segmentación de mercado en distintas regiones, ofreciendo hitos prácticos para eficientizar la implementación de tácticas de precios en el contexto retail en México.

Abstract: The present research addresses the diversity of traits in the Mexican retail market, aiming to find fundamental common attributes among consumers in retail stores. Aim: To examine differences in preferences among various consumer segments regarding pricing strategies implemented by a supermarket and their role in fostering a transformative experience. Five prosperous consumer segments are highlighted: i) myopic switcher light, ii) strategic switchers light, iii) myopic switchers heavy, iv) strategic loyal heavy, and v) myopic loyal light. The application of the segmentation approach allows decision-makers to discern more accepted strategies in each segment, easing an understanding of how to effectively address the distinctive characteristics of consumers. This informed approach supplies a valuable framework for specialists and marketing decision-makers, enabling them to adapt specific strategies grounded regarding the diverse preferences exhibited by consumers in the Mexican retail sector. The research highlights the feasibility of adopting market segmentation-based pricing strategies in various regions, providing practical milestones to streamline the implementation of pricing tactics in the Mexican retail context.

Resumen Este estudio tiene como objetivo determinar si el consumo de noticias, la confianza en los medios, el interés por las noticias y la afinidad política están correlacionados con el segmento generacional del mercado, el cual se mide por la edad de la audiencia digital. Además, se busca verificar si la edad está asociada con la atención que las audiencias digitales prestan a los periodistas y a las marcas de noticias. La investigación se basa en una encuesta realizada por YouGov a 2005 personas en México en el año 2022 por encargo del Instituto Reuters para el Estudio del Periodismo de la Universidad de Oxford como parte de su Informe de Noticias Digitales anual. Para esto, el método estadístico utilizado fue la prueba de independencia chi-cuadrado entre variables cualitativas. Los resultados demostraron que la edad se correlaciona con los hábitos de consumo, la confianza en los medios, el interés por las noticias y la afinidad política de las audiencias digitales en México. Por otra parte, la edad se relaciona con el hecho de que las audiencias digitales se centren en los periodistas o en las marcas de noticias en América Latina. Este estudio profundiza en las características de las audiencias digitales de México y hace un aporte desde una perspectiva de economía, gestión y marketing de medios. También ayuda a las organizaciones de medios a evaluar la estrategia de mercado, la segmentación del mercado y los mercados objetivo en función de las características de las audiencias de noticias digitales en México.

Resumo Este estudo tem como objetivo determinar se o consumo de notícias, a confiança na mídia, o interesse por notícias e a afinidade política estão correlacionados com o segmento geracional do mercado, que é medido pela idade do público digital. Além disso, busca verificar se a idade está associada à atenção que o público digital dá aos jornalistas e às marcas de notícias. A pesquisa se baseia em uma pesquisa realizada pela YouGov com 2.005 pessoas no México em 2022, encomendada pelo Instituto Reuters para o Estudo do Jornalismo da Universidade de Oxford como parte de seu Relatório de Notícias Digitais anual. Para isso, o método estatístico usado foi o teste qui-quadrado de independência entre variáveis qualitativas. Os resultados mostraram que a idade se correlaciona com os hábitos de consumo, com a confiança na mídia, com o interesse em notícias e com a afinidade política do público digital no México. Por sua vez, a idade está relacionada ao fato de as audiências digitais se concentrarem em jornalistas ou marcas de notícias na América Latina. Este estudo aprofunda nas características das audiências digitais no México e faz uma contribuição a partir de uma perspectiva de economia, gestão e marketing da mídia. Ele também ajuda as organizações de mídia a avaliar a estratégia de mercado, a segmentação de mercado e os mercados-alvo com base nas características das audiências de notícias digitais no México.

Abstract This study aims to determine whether news consumption, media trust, interest in news, and political affinity are correlated with the generational segment of the market, measured by the age of the digital audience. Furthermore, this study seeks to verify whether age is associated with digital audiences' paying attention to journalists or news brands. This research is based on a survey of 2,005 people in Mexico by YouGov in 2022, commissioned by the Reuters Institute for the Study of Journalism at the University of Oxford as part of its annual Digital News Report. The statistical method used was the chi-square test of independence between qualitative variables. The results showed that age correlates with consumption habits, media trust, interest in news, and citizens' political affinity for digital audiences in Mexico. Moreover, age relates to whether digital audiences focus on journalists or news brands in Latin America. This study delves into the characteristics of digital audiences in Mexico and contributes from a media economics, media management, and media marketing perspective. It also helps media organizations assess their market strategy, market segmentation, and target markets based on the characteristics of digital news audiences in Mexico.