Comportamiento de compra en el consumo responsable de productos orgánicos – granos: Caso de la generación X

Abstract

The main objective of this research project is to understand the attitudes in the purchase behavior of organic food consumers of the Gen X in Guayaquil; primarily focused on the consumption and purchase of grains. The tool that was applied was a survey, which was structured with questions that responded to the variables of product attributes, purchasing habits, consumer motivations and it contained socio demographic questions. To achieve the objective, three consumer profiles were established and as results it was obtained that regardless of the level of behavior and purchase decision of grain consumers, demographic factors are not decisive for its consumption and the main reasons that influence the consumption of grains are its nutritional content and being a healthy food. And despite the low-level profile having less economic income, it is a segment that always consumes grains.