Consumo responsable: factores que influyen en la percepción de alimentos orgánicos en los hombres y mujeres de 45 a 54 años de la ciudad de Guayaquil y Samborondón

Abstract

The present research aims to know the behavior of men and women aged 45 to 54 years in the city of Guayaquil and Samborondon, related to the perception of buying organic food. This study is of an exploratory-descriptive type, it is focused on identifying the causes, projection of the facts based on statistical data, according to behavior patterns, habits linked to the variable of perception of purchase of organic food, and if these represent responsible consumption. For the construction of this survey, the questionnaire was used, with closed and open questions; It was sought to know the factors that influence the perception of organic food, the same that was carried out online to 1,297 consumers domiciled in the city of Guayaquil and Samborondon, men and women between the ages of 45-54. After the analysis and discussion of the results obtained from this research, it is concluded that none of the demographic factors studied: sex, age, education, profession, income and place, are predominant or directly affect the perception of organic food consumption. Finally, it is determined that during the Covid 19 pandemic, many chose to consume more organic foods due to the properties that these types of product have to prevent diseases that may be linked to the coronavirus. Keywords: RESPONSIBLE CONSUMPTION, ORGANIC FOOD, GENERATION X, CONSUMER BEHAVIOR, ECOLOGICAL MARKETING