“Consumos responsables: factores que influyen en la motivación de compra de alimentos orgánicos en los hombres y mujeres de 35 a 44 años de la ciudad de Guayaquil y Samborondón”

Abstract

This research aims to understand the behavior of consumers between 35-44 years in the cities of Guayaquil and Samborondon, related to the motivation to buy organic food. Therefore, surveys of organic consumers were conducted between men and women without socioeconomic discrepancies. The results show that there are no sociodemographic factors that influence directly the profile of this consumer, although there are factors that determine their level of motivation. Consequently, three profiles were obtained, the main one are undergraduate university women whose income is under over $ 700. As for the motivations of these consumers, the main ones are the personal health care and high nutritional content of these products over the conventional ones. Key words: RESPONSIBLE CONSUMPTION, ORGANIC FOOD, BUYERS MOTIVATIONS, GENERATION X/Y.