Vol. 8 No. 1 (2024): Identidad Bolivariana
Original Items

Deciphering the enigma of organic consumption: an exploratory study in ecuadorian centennials

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  • Lorenzo Bonisoli,
  • Fernanda Elizabeth Cun Rivas,
  • Lady Verónica Belduma Belduma
Lorenzo Bonisoli
Universidad Técnica de Machala
Fernanda Elizabeth Cun Rivas
Universidad Técnica de Machala
Lady Verónica Belduma Belduma
Universidad Técnica de Machala

Published 2024-03-18

Keywords

  • Organic products,
  • Altruistic motivations,
  • Selfish motivations,
  • SEM-PLS,
  • Consumer behavior

How to Cite

Deciphering the enigma of organic consumption: an exploratory study in ecuadorian centennials. (2024). Identidad Bolivariana, 8(1), 58-86. https://doi.org/10.37611/IB8ol158-86

Abstract

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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