Sembrando Conciencia: Explorando los Factores que Impactan la Decisión de Compra de Alimentos Orgánicos en Centennials Ecuatorianos
Resumen
Considerando el problema que está surgiendo entre los consumidores ecuatorianos con respecto al consumo de alimentos orgánicos, el objetivo de este estudio es analizar y comprender las intenciones de compra de productos alimenticios orgánicos por parte de la generación centennial en Ecuador para identificar los factores antecedentes que influyen directamente en sus decisiones. En articular, este estudio se enfocó en los conceptos de valor emocional, valor social y seguridad alimentaria. La investigación utiliza principalmente un enfoque cuantitativo con un enfoque exploratorio. Se utilizó un muestreo no probabilístico de conveniencia homogénea de 376 centennials de Ecuador. La herramienta empleada fue una encuesta que constaba de cinco preguntas descriptivas y diecinueve ítems que fueron evaluados utilizando una escala Likert de valores de 1 a 5. Para el análisis de los resultados se aplicó la técnica de los modelos de ecuaciones estructurales basados en la varianza (SEM-PLS), de forma de poder analizar las relaciones entre conceptos teóricos. Los hallazgos muestran que mientras la conciencia de seguridad alimentaria (CA) influye directamente en la compra real (CR), el valor emocional (VE) y el valor social (VS) necesitan la intermediación de la intención de compra (IC) para impulsar la compra real de los productos alimenticios orgánicos
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