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In the USA, there has recently been an unprecedented convergence of complementary/alternative medicine (CAM) with mainstream biomedical care. This confluence may lead to a deeply rooted philosophical conflict. This qualitative study works to identify factors that health-care leaders can use, which will build a pathway to greater integrative practice between medical doctors and CAM practitioners – from parallel existence to partnership – by examining the tensions between biomedical medicine and naturopathic medicine. The purpose of this study is to offer short-term suggestions for partnership and long-term recommendations for better understanding.

An original qualitative study using semi-structured with CAM practitioners and biomedical practitioners.

Areas of conflict that are preventing synergy are identified and a pathway for health-care leaders to follow to create greater integration and partnerships is suggested.

This is a qualitative and exploratory study that has significant limitations on generalizability.

This study suggest steps that both types of health-care practitioners can take to increase their success at working together on an individual level, a group level, an organizational level and on an industry-wide basis, as well as provide a specific pathway to create greater integrative practice for health-care leaders.

The results indicate that stronger partnerships between different types of medical practitioners increase patient choice, patient satisfaction and outcomes.

Increasing interested in CAM modalities is driving more contact between CAM practitioners and biomedical practitioners. This contact is best established in partnership between practitioners rather than in parallel. This original research outlines the sources of conflict and provides recommendations for encouraging greater synergy.

This study aims to analyze the responsible consumption of Generation Z and millennials in the Latin American market, with special emphasis on the Peruvian case, to identify their differences with consumers born in 1980 and earlier and to evaluate their contribution to Sustainable Development Goal 12.

The study was conducted on a sample of 309 persons living in Lima. After developing and validating an instrument, an online questionnaire was used to collect data. These data were analyzed descriptively and inferentially, using chi-square tests to validate the relationship between variables.

The study identifies and explains the new trend of responsible consumption among Generation Z and millennials in emerging markets, where end consumers interact with and prefer products and services from companies that demonstrate responsible behavior and offer trust. It identifies new consumption variables that go beyond the traditional ones.

The study reveals a trend in the responsible consumption of Generation Z and millennials in Peru. However, it is necessary to complement the study in other countries in the region, as well as to study the new generations, such as the alpha generation and their consumption patterns.

The new trend of responsible consumption among Generation Z and millennials is forcing companies to implement strategies and develop corporate social responsibility programs. These companies must demonstrate ethical, environmental, socially responsible and sustainable behaviors in their daily operations to satisfy their stakeholders.

The study reveals a new trend in Peru, a developing country, where the market – the end consumer – is more informed and therefore demands better corporate performance from companies, including care for the environment and a contribution to society that includes a good relationship with its stakeholders.

Analizar el consumo responsable de la Generación Z y Millennials en el mercado latinoamericano, con especial énfasis en el caso peruano, con el fin de identificar sus diferencias con los consumidores nacidos en 1980 y antes y evaluar su contribución al Objetivo de Desarrollo Sostenible (ODS) 12.

El estudio se realizó sobre una muestra de 309 personas residentes en Lima. Después de desarrollar y validar un instrumento, se utilizó un cuestionario en línea para recopilar datos. Estos datos fueron analizados de forma descriptiva e inferencial, utilizando pruebas de chi-cuadrado para validar la relación entre variables.

El estudio identifica y explica la nueva tendencia de consumo responsable entre los Millennials y la Generación Z en los mercados emergentes, donde los consumidores finales interactúan y prefieren productos y servicios de empresas que demuestran un comportamiento responsable y ofrecen confianza. Identifica nuevas variables de consumo que van más allá de las tradicionales.

El estudio revela una nueva tendencia en Perú, un país en desarrollo, donde el mercado -el consumidor final- está más informado y por tanto exige a las empresas un mejor desempeño corporativo, incluido el cuidado del medio ambiente y un aporte a la sociedad que incluye una buena relación con sus clientes y partes interesadas.

El estudio revela una tendencia en el consumo responsable en la Generacion Z y Millennials en el Perú. Sin embargo, es necesario complementar el estudio en otros países de la región, así como estudiar las nuevas generaciones, como la generación alfa, y sus patrones de consumo.

La nueva tendencia de consumo responsable entre la Generación Z y Millennials y obligando a las empresas a implementar estrategias y desarrollar programas de responsabilidad social corporativa. Estas empresas deben demostrar comportamientos éticos, ambientales, socialmente responsables y sostenibles en sus operaciones diarias para satisfacer a sus grupos de interés.