<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632024000100053</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi51.7714</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Green Consumer's Paradox]]></article-title>
<article-title xml:lang="es"><![CDATA[La paradoja del consumidor verde]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Acosta Bahena]]></surname>
<given-names><![CDATA[Almeirim Isabel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2024</year>
</pub-date>
<volume>25</volume>
<numero>51</numero>
<fpage>53</fpage>
<lpage>76</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632024000100053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632024000100053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632024000100053&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The paper aims to analyze the contradiction between green consumers' behavior and green technology foods offered to them. An analysis of papers from different authors showed that green consumers are willing to make conscious food consumption. However, factors like price, knowledge about the green cause, consumer income, reference groups, shopping convenience, and food availability influence their final consumption. Collective intelligence is a solution for green consumers to make better decisions: it also involves challenges, ethical considerations, and avoiding political influences on shared information. In conclusion, governments and food producers must do a lot to ensure green consumers have enough tools to make informed and sustainable alimentary decisions.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El objetivo del trabajo es analizar la contradicción entre el comportamiento de los consumidores verdes y los alimentos con tecnología verde ofrecidos en el mercado. A través del análisis de artículos de diversos autores, se encontró que los consumidores verdes tienen disposición de hacer consumos alimentarios conscientes. Aunque factores como el precio, conocimiento de la causa verde, ingresos económicos, grupos de referencia, la conveniencia de compra y la disponibilidad de los alimentos influencian la decisión final de consumo. La inteligencia colectiva parece una solución para que los consumidores verdes tomen mejores decisiones, también implica retos, consideraciones éticas y evitar influencias políticas en la información compartida. En conclusión, hace falta mucho por hacer de parte de gobierno y productores de alimentos para asegurar que los consumidores verdes tengan suficientes herramientas para tomar decisiones alimentarias informadas y sustentables.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Green consumer]]></kwd>
<kwd lng="en"><![CDATA[green technology]]></kwd>
<kwd lng="en"><![CDATA[collective intelligence]]></kwd>
<kwd lng="en"><![CDATA[informed decision]]></kwd>
<kwd lng="en"><![CDATA[food consumption]]></kwd>
<kwd lng="en"><![CDATA[M2]]></kwd>
<kwd lng="es"><![CDATA[Consumidor verde]]></kwd>
<kwd lng="es"><![CDATA[tecnología verde]]></kwd>
<kwd lng="es"><![CDATA[inteligencia colectiva]]></kwd>
<kwd lng="es"><![CDATA[decisión informada]]></kwd>
<kwd lng="es"><![CDATA[consumo alimentario]]></kwd>
<kwd lng="es"><![CDATA[M2]]></kwd>
</kwd-group>
</article-meta>
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