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

Abstract

This research work aims to know the attitudes in the purchasing behavior of ecological products of consumers of Generation X of the city of Guayaquil. For this purpose, theoretical bases were consulted regarding responsible consumption, organic and ecological products, consumer behavior, organic consumer, vegetables, among others. The research was conducted under an exploratory - descriptive methodology. And the data collection tool was used. Therefore, the analysis of the data collected obtained the consumers belonging to the generation x if they have high levels of buying habits of organic products in general, but not specifically of vegetables, because, this type of organic food category does not have as much predominance or are not as recognized as other categories, such as nuts or dairy. What brings to mind that, there is little knowledge of the various variants of organic foods and their multiple benefits for the health of the human body. In addition, three consumer profiles were obtained, catalogued under the names of high, medium and low, this in relation to the monthly economic income and the budget level. The high level was the group with the highest frequency of organic food consumption and the longest consumption time.