This study evaluated how healthy lifestyle motivators (MHLs) influence the Peruvian market’s willingness to consume healthy food (WCHBF). The main objective was to analyze the relationship of variables, such as attitude (ATT), perceived behavioral control (PBC), self-identity (SI), and moral norms (MN) with the WCHBF. This study adopted a quantitative, non-experimental, and cross-sectional approach, using a self-administered questionnaire for data collection. A total of 585 individuals participated. The participants were consumers of the Unión brand, which specializes in healthy food. A 5-point Likert scale was used to evaluate the key variables. For the analysis, IBM SPSS Statistics 25 programs were used to examine the demographic data and SmartPLS 4.1.0.9 was used to assess the conceptual model using partial least squares (PLS-SEM). The results showed that healthy lifestyle motivators positively influence the willingness to consume healthy food and ATT, PBC, SI, and MN variables. In turn, these variables significantly impact the willingness to purchase healthy food. The findings suggest that marketing campaigns should highlight these motivators to encourage the consumption of healthy food. The implications of this study reinforce the importance of understanding psychological factors in consumer decision-making.

This paper aims to build a predictive model that assesses how a healthy lifestyle affects different dimensions of perceived value (quality, social value, emotional value, and economic value) and how these dimensions impact the willingness to purchase healthy brands. A quantitative, non-experimental, and cross-sectional study was conducted with a sample of 515 participants. A self-administered questionnaire was used, and the data were analyzed using the PLS-SEM method. The findings indicate that a healthy lifestyle positively influences the perception of quality and the social, emotional, and economic value of healthy brands. However, only perceived quality, social value, and emotional value significantly impacted the willingness to purchase, while economic value did not show a relevant effect. It is concluded that a healthy lifestyle is a determining factor in the perception of the value of healthy foods, which reinforces the purchase intention, except for economic value. These findings suggest that companies should prioritize strategies that reinforce the quality and emotional and social connections of their products to encourage the consumption of healthy brands. This study contributes theoretically to the perceived value model in emerging markets and provides practical implications for designing more effective marketing strategies in the Peruvian context.

Objective: The objective of the study was to determine the job satisfaction of public workers in the provincial municipalities of the Tumbes region (Peru). Method: The method used was a descriptive, non-experimental cross-sectional design. The sample consisted of 319 male and female workers from the 3 provincial municipalities. A sociodemographic questionnaire and the Job Satisfaction Questionnaire were used as data collection instruments. Results: The results showed that only 10% of the participants had high job satisfaction. Within the dimensions, the majority showed low satisfaction (67%) with the remuneration received. No significant differences were found between men and women with respect to job satisfaction, and those with permanent employment status had lower levels than those who work on a temporary basis. Conclusions: It is concluded that most of the personnel working in the provincial municipalities of the Tumbes region have low levels of job satisfaction, so it is important to develop programs aimed at strengthening the bond and favorable attitude of workers with the institution where they work.

El presente estudio tuvo como objetivo analizar el proceso de planificación estratégica en los Gobiernos Autónomos Descentralizados Parroquiales de Jipijapa, debido a la importancia de esta herramienta en la gestión pública local. La investigación se desarrolló bajo un enfoque cuantitativo, con un diseño no experimental, transversal y descriptivo, lo que permitió caracterizar la situación actual sin manipular variables y recolectar información en un momento único. Se aplicó una encuesta estructurada a 140 participantes entre autoridades, funcionarios administrativos, técnicos, miembros del consejo de planificación y representantes comunitarios, lo que garantizó una diversidad de perspectivas. El análisis estadístico de los datos evidenció avances en la definición de la misión y visión institucional, aunque persisten debilidades en su socialización y apropiación por parte de los actores involucrados, lo que limita su efectividad como guías estratégicas. En relación con los objetivos estratégicos, se observó una formulación parcial, con ausencia de indicadores claros y débil articulación con los planes operativos, lo que reduce el impacto de las acciones en la satisfacción de las demandas ciudadanas. Por último, se identificó una desconexión entre la planificación estratégica y la asignación presupuestaria, lo que obstaculiza la ejecución de proyectos prioritarios y afecta la percepción ciudadana sobre la transparencia y eficiencia de la gestión. En conclusión, el estudio resalta la necesidad de fortalecer la coherencia entre los elementos de la planificación estratégica, garantizar objetivos medibles y articularlos con los recursos financieros disponibles. Solo a través de este alineamiento será posible consolidar una gestión pública eficaz, transparente y orientada al desarrollo sostenible de las parroquias de Jipijapa.

The present study investigates the influence of various factors on digital entrepreneurial intention, focusing on the mediating role of perceived behavioral control. A self-administered cross-sectional survey was carried out using a questionnaire directed at 446 university students from several universities in different geographical regions of Peru. Descriptive statistics were used, and a structural equation model (SEM) was constructed to evaluate five proposed hypotheses. The results revealed that both financial attitude and behavior exert significant influences on perceived behavioral control. Furthermore, it was found that perceived behavioral control has a significant impact on digital entrepreneurial intention and plays a mediating role between financial education and the intention. This study contributes originality and value to the academic field, by adding to the few investigations on financial education carried out in the Peruvian context, specifically among university students. Likewise, it suggests the importance of promoting policies, strategies and initiatives by governments, universities, and other institutions, to improve the financial education and self-efficacy of university students, in order to promote digital entrepreneurship and economic development.

This study analyzes the impact of transformational leadership on intrinsic motivation at work, taking as a Sample workers from the municipalities of three cities in the department of Tumbes, Peru. A non-experimental, cross-sectional design was used, and a sample of 305 employees with an average age of 35 years was studied, comprising 51.8% men and 48.2% women. To evaluate transformational leadership and intrinsic job satisfaction, properly adapted instruments were applied, which demonstrated adequate psychometric properties in terms of validity and reliability. The results obtained through structural equation modeling revealed a moderate and positive relationship between transformational leadership and intrinsic satisfaction. Additionally, regression analysis indicated that transformational leadership can explain up to 50% of the variability in intrinsic job satisfaction. It is concluded that effective leadership not only contributes to increasing workers' internal motivation but also improves their overall psychological well-being. This, in turn, positively impacts their job performance, job satisfaction levels, and the quality of services they provide within their organizations. From a practical perspective, these results highlight the importance of training leaders and supervisors in transformational skills to foster more motivating, healthy, and productive work environments. Implementing leadership development programs can be a key strategy for improving both organizational climate and institutional results.