Descifrando el enigma del consumo orgánico: un estudio exploratorio en centennials ecuatorianos
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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.
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