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

Abstract

The main objective of this research was to know the attitudes in the purchase behavior of organic food of consumers of Gen X in Guayaquil, for which a questionnaire was developed with demographic variables and the three study variables: Purchase habits, Purchase motivations and Product attributes. Through data analysis, three profiles of organic oil consumption were obtained: low, medium and high; mainly composed of women between 50 and 54 years of age, with university studies, who make their purchases in traditional supermarkets or organic product stores. Of these, the low profile is the one that consumes more organic oil (12.2% of the total frequencies) and the main motivations for consumption are its nutritional content and the perception of healthy food.