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

Abstract

The objective of this research study was to know the attitudes in the buying behavior of organic products of the Generation X consumers of the city of Guayaquil. Through an exploratory - descriptive methodology. with the questionnaire tool for data collection. Based on the results obtained, it was determined that a large part of the respondents do not consume organic animal protein, however, there is a minority group that presents a positive consumption behavior towards this food, they claim to have consumed it more than a year ago. A segmentation of consumers was carried out, which determined different profiles with the monthly economic income and the high, medium and low budget level. Consequently, it was determined that high-end consumers are those who spend a large part of their monthly budget on the purchase and consumption of organic food.