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

Authors

German Jazmany Zambrano-Verdesoto Universidad Bolivariana del Ecuador Author https://orcid.org/0000-0002-1642-2799
Teresa Fayos-Gardó University of Valencia Author https://orcid.org/0000-0003-3742-7844
Haydeé Calderón-García University of Valencia Author https://orcid.org/0000-0002-4774-7465

DOI:

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

Keywords:

attitude, organic products, perception, purchase intention

Abstract

Justification: the growing interest in organic products across Latin America stems from concerns related to health, environmental sustainability, and responsible consumption. However, in Ecuador, there remain knowledge gaps regarding the factors that determine the purchase intention of these products in the retail channel. This study is justified by its contribution to understanding ecological consumer behavior, supporting the development of more sustainable marketing strategies. Objective: the aim of this study was to analyze how the perception of organic products and consumer attitude influence purchase intention in Ecuadorian supermarkets. Methodology: a quantitative approach was applied, using a structured questionnaire administered to a sample of 300 consumers. The variables were measured using validated scales, and the structural equation modeling technique (PLS-SEM) was employed to test the relationships between constructs. Results: the findings confirm that the perception of organic products positively influences consumer attitude, which in turn has a significant impact on purchase intention. Both hypotheses were supported with statistically robust results. Conclusion: the study demonstrates that perception and attitude are key determinants of sustainable purchasing behavior, offering practical implications for the marketing of organic products in the Ecuadorian retail sector.

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Author Biography

German Jazmany Zambrano-Verdesoto, Universidad Bolivariana del Ecuador

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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