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

Abstract

This research project aimed to learn about the attitudes in buying behavior and create profiles of consumers of organic foods varied fruits of people between 45 and 54 years of age in the city of Guayaquil related to the habits, motivations and attributes of buying organic foods varied fruits. As a result, a questionnaire was designed that contained sociodemographic questions and the variables mentioned above. The results obtained were that no sociodemographic variable directly influences the purchasing decision of consumers of organic products of various fruits. Three levels of consumers were identified as high level consumer, medium level consumer and low level consumer. Middle-level consumers are the most frequent consumers.