Percepción, Actitud e Intención de Compra de Productos Orgánicos en Supermercados de Ecuador

German Jazmany Zambrano Verdesoto; Teresa Fayos Gardó; Haydeé Calderón García

doi:10.70171/4eamc383

Autores/as

German Jazmany Zambrano-Verdesoto Universidad Bolivariana del Ecuador; Instituto Superior Tecnológico Bolivariano de Tecnología, Ecuador; Universidad de Valencia, España. Autor/a https://orcid.org/0000-0002-1642-2799
Teresa Fayos-Gardó Universidad de Valencia, España. Autor/a https://orcid.org/0000-0003-3742-7844
Haydeé Calderón-García Universidad de Valencia, España. Autor/a https://orcid.org/0000-0002-4774-7465

DOI:

https://doi.org/10.70171/4eamc383

Palabras clave:

actitud, intención de compra, percepción, productos orgánicos

Resumen

Justificación: el creciente interés por los productos orgánicos en América Latina responde a preocupaciones relacionadas con la salud, la sostenibilidad ambiental y el consumo responsable. Sin embargo, en Ecuador persisten vacíos de conocimiento sobre los factores que determinan la intención de compra de estos productos en el canal retail. Este estudio se justifica por su aporte a la comprensión del comportamiento del consumidor ecológico, contribuyendo a la formulación de estrategias comerciales más sostenibles. Objetivo: el propósito del estudio fue analizar cómo la percepción de productos orgánicos y la actitud del consumidor influyen en la intención de compra en supermercados de Ecuador. Metodología: se aplicó un enfoque cuantitativo, utilizando un cuestionario estructurado a una muestra de 300 consumidores. Las variables fueron medidas con escalas validadas y se utilizó el modelo de ecuaciones estructurales (PLS-SEM) para validar las relaciones entre constructos. Resultados: los hallazgos confirman que la percepción de productos orgánicos influye positivamente en la actitud del consumidor, y esta última tiene un impacto significativo en la intención de compra. Ambas hipótesis fueron validadas con resultados estadísticamente sólidos. Conclusión: el estudio evidencia que la percepción y la actitud son determinantes clave en el comportamiento de compra sostenible, ofreciendo implicaciones prácticas para el marketing de productos orgánicos en el sector minorista ecuatoriano.

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Biografía del autor/a

German Jazmany Zambrano-Verdesoto, Universidad Bolivariana del Ecuador; Instituto Superior Tecnológico Bolivariano de Tecnología, Ecuador; Universidad de Valencia, España.

He holds a Master's Degree in Commercial Management and Marketing, a Master's Degree in Higher Education, and a Bachelor's Degree with a specialization in Marketing and Advertising. He is currently pursuing a PhD in Marketing at the University of Valencia, Spain. He has extensive teaching experience and has served as a project director in higher education institutions, both at undergraduate and postgraduate levels, having worked at the State University of Milagro and the Guayaquil Higher Technological Institute. He is currently a faculty member at the Bolivarian University of Ecuador and the Bolivarian Higher Technological Institute of Technology. He has published books and scientific articles in national and international journals in the fields of marketing and education. In addition, he serves as an external reviewer for international academic journals and has participated as a speaker at scientific conferences, both nationally and internationally. He is registered as a researcher with SENESCYT under the code REG-INV-20-0453.

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