Descifrando el enigma del consumo orgánico: un estudio exploratorio en centennials ecuatorianos
Barra lateral del artículo
Publicado:
mar 18, 2024
Palabras clave:
Productos orgánicos, Motivaciones altruistas, Motivaciones egoístas, SEM-PLS, Comportamiento del consumidor
Contenido principal del artículo
Resumen
El propósito de este estudio es analizar la intención de compra de productos orgánicos según la evaluación de las motivaciones altruistas, egoístas de los consumidores para el fomento de la producción orgánica en ecuador. La investigación es cuantitativa con un alcance exploratorio. Para el analisis empirico se realizó una encuesta que consta de 4 preguntas demográficas y 36 ítems que fueron medidos en una escala Likert de 7 puntos. Se implementó un muestreo mediante la técnica no probabilística de conveniencia a 329 centennials ecuatorianos. Para analizar los datos se aplicó la técnica SEM-PLS. Los resultados de este estudio muestran que todas las relaciones directas son significativas afuera de la relación entre Intención y Comportamiento de compra. De esta forma, las motivaciones influyen en el comportamiento de compra mediante la mediación de control percibido, es decir la percepción de la capacidad de los consumidores de comprar productos orgánicos. Es importante destacar que estos resultados ofrecen información valiosa para una mejor comprensión del comportamiento del consumidor y puedan ser utilizados como bases fundamentales para investigaciones futuras en el ámbito del marketing.
Detalles del artículo
Cómo citar
Bonisoli, L., Cun Rivas, F., & Belduma Belduma, L. (2024). Descifrando el enigma del consumo orgánico: un estudio exploratorio en centennials ecuatorianos. Identidad Bolivariana, 8(1), 58-86. https://doi.org/10.37611/IB8ol158-86
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Bartschat, M., Cziehso, G., & Hennig-Thurau, T. (2022). Searching for word of mouth in the digital age: Determinants of consumers’ uses of face-to-face information, internet opinion sites, and social media. Journal of Business Research, 141, 393–409. https://doi.org/10.1016/j.jbusres.2021.11.035
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Cappelli, L., D’ascenzo, F., Ruggieri, R., & Gorelova, I. (2022). Is Buying Local Food a Sustainable Practice? A Scoping Review of Consumers’ Preference for Local Food. In Sustainability (Switzerland) (Vol. 14, Issue 2). MDPI. https://doi.org/10.3390/su14020772
Cornejo Quispe, A. L. (2019). Percepción de riesgo, creencias y normas subjetivas de la conducta proambiental en pobladores del sector ladrillero del distrito de San Jerónimo, Cusco, 2019. Ambiente, Comportamiento y Sociedad, 2(2), 1–16. https://doi.org/10.51343/racs.v2i2.473
da Costa, M. F., de Oliveira Campos, P., & de Santana, P. N. (2021). PROCRASTINATION, CONTROL AND PERCEIVED EFFORT IN FOOD WASTE BEHAVIOR. RAE Revista de Administracao de Empresas, 61(5), 1–19. https://doi.org/10.1590/S0034-759020210504
Dangi, N., Narula, S. A., & Gupta, S. K. (2020). Influences on purchase intentions of organic food consumers in an emerging economy. Journal of Asia Business Studies, 14(5), 599–620. https://doi.org/10.1108/JABS-12-2019-0364
Daniel, A. M., Mouter, N., & Chorus, C. G. (n.d.). For Me or for My Relatives? Approximating Self-Protection and Local Altruistic Motivations Underlying Preferences for Public Health Policies Using Risk Perception Metrics. https://doi.org/10.1016/j.jval.2
De Lourdes Cuellar Hernández, M., Ignacio Azuela Flores, J., & Morales Ramírez, D. (n.d.). Influencia del marketing con causa sobre la actitud hacia la marca y la intención de compra. Paradigma Económico Año 14 Núm, 1, 2022.
Ferreira, S., & Pereira, O. (2023). Antecedents of Consumers’ Intention and Behavior to Purchase Organic Food in the Portuguese Context. Sustainability (Switzerland), 15(12). https://doi.org/10.3390/su15129670
Garcia Salirrosas, E. (2020). Actitud de compra en redes sociales de la generación Z de Lima Sur. Desafios, 11(2), 208e. https://doi.org/10.37711/desafios.2020.11.2.208
Hair, J. F., Hult, T. G., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publication, Inc. https://www.routledge.com/Composite-Based-Structural-Equation-Modeling-Analyzing-Latent-and-Emergent/Henseler/p/book/9781462545605
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hariram, N. P., Mekha, K. B., Suganthan, V., & Sudhakar, K. (2023). Sustainalism: An Integrated Socio-Economic-Environmental Model to Address Sustainable Development and Sustainability. Sustainability (Switzerland), 15(13). https://doi.org/10.3390/su151310682
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
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