Predisposición al consumo de mocktails (Cócteles sin alcohol) en estudiantes de la generación Z de la Universidad de Cuenca

Abstract

Mocktails are prepared drinks that imitate cocktails and they are characterized by not containing alcohol, which belong to a category of beverages that is growing, setting a trend in the area of gastro-cocktails. On the other hand, Ecuador's universities are constituted mostly of students who belong to generation Z, which is a generation that is inclined towards a healthy lifestyle and they are integrating into the third-level education and the workplace. The objective of this research is to determine the factors that influence to the predisposition to consume mocktails (non-alcoholic cocktails) in generation Z students at the University of Cuenca. The research is applied, explanatory and quantitative with a sample of 420 students from the University of Cuenca obtained through stratified sampling by proportional allocation whose data collection tool is a predetermined survey. The main results of the research show that sex, faculty, use situations, reference groups, media and the influence of the media, as well as five items of the CSI (Consumer Decision Making Styles) influence to the predisposition to consume mocktails. Besides; at a bivariate level there is no relationship between income and predisposition to consume mocktails, nor with the situations of use. Respect to health awareness, there is a relationship; however, this relationship changes when when the multivariate analysis is performed.