Consumo responsable: factores que influyen en la motivación de compra de alimentos orgánicos en hombres y mujeres de 25 a 34 años de la ciudad de Guayaquil

Abstract

The organic food market is clearly welcomed by loyal consumers who visit markets, restaurants and specialized stores in this category of food. However, the profile of the organic consumer in the city is unknown. Therefore, this research aims to know the behavior of organic consumers between 25 to 34 years, related to the motivations to buy these products. Using a quantitative methodology, 710 specific surveys were applied exclusively to organic consumers in Guayaquil and Samborondón. The results indicate that the organic consumer of the delimited age range tends to be women who have completed an undergraduate degree and are employed in the private sector, with an average salary of less than $ 700. Furthermore, these consumers are primarily motivated by health and nutritional content when purchasing organic food. Palabras clave: PURCHASE MOTIVATION, ORGANIC FOOD, CONSUMER, MILLENNIAL.