Serviços Personalizados
Journal
Artigo
Indicadores
Citado por SciELO
Acessos
Links relacionados
Similares em SciELO
Compartilhar
Entreciencias: diálogos en la sociedad del conocimiento
versão On-line ISSN 2007-8064
Resumo
BOJORQUEZ CARRILLO, Ana Laura; FLORES NOVELO, Anel; HERNANDEZ ISLAS, Mireya Noemí e ORTIZ MEDINA, Imelda. Factors that affect consumer behavior of agroecological products in Mérida, Yucatán, México. Entreciencias: diálogos soc. conoc. [online]. 2022, vol.10, n.24, e2482498. Epub 28-Fev-2023. ISSN 2007-8064. https://doi.org/10.22201/enesl.20078064e.2022.24.82490.
Purpose:
To analyze the motivators, barriers, and sociodemographic factors that affect the purchase of agroecological products and the relationship between these variables. Understanding the motivators and barriers that affect the purchase of these products could have repercussions on marketing plans and strategies, mainly of a social nature.
Methodological Design:
A quantitative correlational and cross-sectional study was done. The data was collected through 719 surveys administered to potential customers of agroecological products. The data collected was analyzed with descriptive statistics and non-parametric statistics, applying Chi independence tests, Spearman's and Kendall's Tau b correlation coefficients, and binary logistic regression model.
Limitations:
The fieldwork was done on November 2021 when there were mobility restrictions imposed by the COVID-19 pandemic, which resulted in a high rejection rate to carry out the interviews that were required, for which despite having achieved the sample, this situation may have affected the representativeness.
Results:
The main results show that motivation to contribute to the environment or become a responsible consumer are the main factors that explain a high frequency of purchase of agroecological products. Likewise, older customers tend to have a higher frequency of purchases and that young customers are more motivated to buy agroecological products if they are of good taste, among others.
Palavras-chave : consumer behavior; green consumer; agroecological products; motivators.