Comportamiento de compra en el consumo responsable de productos orgánicos - huevos: Caso de la generación X

Abstract

This research work has the objective to know the behavior of buying organic products in people aged 45 to 54 years of Guayaquil, in relation to purchasing habits, purchase motivation and product attributes of eggs as organic food. The methodology used was quantitative and the data collection tool was the survey, which was conducted with a total of 1350 people. The findings show that no sociodemographic variable has a correlation with the purchasing decision to organic eggs, the same case with the marketing actions. Likewise, three consumer profiles were obtained that were categorized into low profile, high profile, and medium profile, who have been consuming organic eggs more frequently and for more than a year. The average profile is the one with the highest budget for the purchase of this food among the profiles found.