Las Percepciones Del Consumidor Tecnológico Millenial Peruano Ante La Postura Eco-Friendly de Apple En El Keynote de Octubre de 2020

Throughout the evolution of the human being, the use of technologies has been contemplated as a tool to solve and facilitate from simple tasks to more complex scenarios that were presented to people. These technological tools have improved exponentially every year, surpassing the established limits of their previous models, along with the transformations that have taken place in social interactions. The eco-friendly social trend, which is becoming stronger and stronger in different industrial sectors, has reached the decisive technological company Apple. Due to this trend, the company has been forced to make certain commercial decisions about its products in order to achieve a socially responsible brand image, which has had an effect on the relationship with its consumers. This research seeks to know in depth the response of this group of people –submerged in the technological culture– to this new communication scheme that Apple has assumed as part of its brand identity.