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

Abstract

This research had the objective of identifying and creating the profiles of the organic food consumer of people aged between 45 to 54 years in the cities of Guayaquil and Samborondón related to organic food purchasing habits. To do this, a questionnaire was designed containing demographic questions and the purchasing habits variable. According to the results obtained, no sociodemographic variable directly influences the purchasing habits of consumers of organic products, however we obtained that this age group has a high levelof purchasing habits. Three profiles of the consumer were obtained under the names high-level consumers, medium-level consumers and low-level consumers. High-level consumers are those with the highest frequency of purchase, the longest time they have been consuming and the highest consumption budget. Consumers in all 3 segments stated that their consumption of organic foods increased during the pandemic. Keywords: BUYING BEHAVIOR, BUYING HABITS. HEALTHY LIFESTYLE, GENERATION X, BABY BOOMERS