Consumo ecológico: estudio exploratorio sobre el comportamiento de mujeres en Colombia

This article shows results of pro-environmental attitudes, opinions and ecological behaviors from the perspective of Normative Focus Theory. This qualitative and exploratory research analyzed a group of women linked to a social network oriented towards interests of this public. For this, semi-structured interviews were conducted, using qualitative techniques of information analysis and textual data analysis methodologies through text mining. Existence of practices and customs that reveal a receptive and positive attitude towards environmental problems of the women consulted are showed in this paper. There is also a strong need to teach members of their families about environmental awareness, seeking to encourage good habits through practice and example. Likewise we find that information that comes from members of their families or friends either through direct interaction or mediated by social network generates more credibility than other media or people.