Creer, Sentir, Actuar: El Camino de la Religiosidad hacia una Vida Plena y Sostenible
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La religiosidad ha sido identificada como un factor que incide en la satisfacción con la vida y en la adopción de prácticas sostenibles, lo que la convierte en una variable de interés en el análisis de los comportamientos de las nuevas generaciones frente a los desafíos ambientales actuales. El objetivo de esta investigación fue analizar cómo las dimensiones de la religiosidad —devocional, espiritualidad, ético-conductual, guía de vida y prosocial— influyen en la satisfacción con la vida y cómo esta, a su vez, impacta en los comportamientos sostenibles en jóvenes de la Generación Z en Ecuador. El estudio adoptó un enfoque cuantitativo de tipo exploratorio con diseño transversal y análisis mediante ecuaciones estructurales (SEM-PLS), aplicado a una muestra de 369 participantes. Los resultados mostraron que tres dimensiones de la religiosidad —devocional, ético-conductual y guía de vida— influyen de manera significativa en la satisfacción con la vida, siendo esta última un predictor fundamental de los comportamientos sostenibles. En contraste, la espiritualidad y la religiosidad prosocial no tuvieron un efecto significativo sobre el bienestar subjetivo. Se concluye que la religiosidad, particularmente a través de sus dimensiones devocional, ético-conductual y guía de vida, constituye un factor determinante en la percepción de la satisfacción con la vida y, de manera indirecta, en la adopción de conductas sostenibles, lo que ofrece implicaciones relevantes para el marketing y las empresas, al permitir identificar motivaciones éticas y personales que pueden guiar estrategias dirigidas a la Generación Z.
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