Deciphering the enigma of organic consumption: an exploratory study in ecuadorian centennials
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The purpose of this study is to analyze the purchasing intention of organic products based on the evaluation of altruistic and egoistic motivations of consumers for the promotion of organic production in Ecuador. The research is quantitative with an exploratory scope. For the empirical analysis, a survey was conducted consisting of 4 demographic questions and 36 items measured on a 7-point Likert scale. Sampling was implemented using the non-probabilistic convenience technique with 329 Ecuadorian centennials. The SEM-PLS technique was applied to analyze the data. The results of this study show that all direct relationships are significant except for the relationship between intention and purchasing behavior. Thus, motivations influence purchasing behavior through the mediation of perceived control, meaning the perception of consumers' ability to buy organic products. It is important to highlight that these results provide valuable information for a better understanding of consumer behavior and can be used as fundamental foundations for future research in the field of marketing.
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