Revelando los Factores Influyentes en la Intención de Compra de Alimentos Orgánicos en los Centennials ecuatorianos
Contenido principal del artículo
Resumen
El interés por la comida orgánica ha crecido mucho en los últimos años y
cada vez hay más supermercados y tiendas que ofrecen este tipo de
alimentos. El objetivo de este estudio es analizar cómo los factores de
preocupación ambiental, valor ecológico percibido, autoimagen de salud,
consumo de comida saludable, conciencia de la salud, vitalidad y calidez
influyen en las intenciones de compra de alimentos orgánicos en la
generación centennials ecuatoriana. La investigación es cuantitativa con
un alcance exploratorio y con una muestra no probabilística de
conveniencia, aplicada a 190 personas mediante un cuestionario de 31
ítems estructurados con la escala de Likert de 7 puntos. Para analizar los
datos se aplicó la técnica de ecuaciones estructurales (SEM-PLS). Los
resultados confirmaron que los factores ecológicos y de salud influyen en
la intención de compra, como también la vitalidad y calidez influyen en
la autoimagen de salud. Es importante destacar que estos resultados
ofrecen información valiosa para una mejor comprensión de la intención
de compra de alimentos orgánicos en el Ecuador y pueden servir de base
para investigaciones futuras en el marketing.
Detalles del artículo
Cómo citar
Apolo Cabrera, A., Heredia Jaramillo, D., & Bonisoli, L. (2024). Revelando los Factores Influyentes en la Intención de Compra de Alimentos Orgánicos en los Centennials ecuatorianos. Identidad Bolivariana, 8(3), 9-35. https://doi.org/10.37611/IB8ol39-35
Sección
Artículos originales
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