Percepciones de los consumidores de alimentos ecológicos en Ambato, Ecuador

• Autores: Juan Carlos Castro Analuiza, Cristina Checa, José Perea
• Localización: Esic market, ISSN 0212-1867, Nº 166, 2020 (Ejemplar dedicado a: Innovación en el sector agroalimentario), págs. 267-302
• Idioma: español
• DOI: 10.7200/esicm.166.0512.1
• Títulos paralelos:
  • Consumer's perceptions of organic foods in Ambato, Ecuador
• Enlaces
  • Texto completo  1    2    3  
• Resumen
  • español

    Objetivo: el objetivo de este estudio fue explorar los factores que explican el comportamiento de compra de alimentos ecológicos en Ambato (Ecuador).

    Metodología: los datos se obtuvieron con una encuesta a 1.500 consumidores ecológicos y otros 1.500 consumidores que prefieren alimentos convencionales, y se analizaron mediante técnicas multivariantes.

    Resultados: el análisis de componentes principales identificó cuatro factores que explican el comportamiento de compra de los consumidores ecológicos: la creencia en beneficios para la salud, atributos de calidad y sabor, creencia en beneficios ambientales y aspectos contextuales. El análisis de conglomerados identificó tres grupos de consumidores ecológicos: consumidores ecológicos interesados en beneficios propios y altamente influenciados por aspectos contextuales (Grupo I), consumidores ecológicos interesados en beneficios ambientales (Grupo II) y consumidores ecológicos muy interesados en beneficios propios y menos afectados por aspectos contextuales (Grupo III). Las relaciones establecidas en los consumidores ecológicos son diferentes a los consumidores convencionales. Esto define diferentes variables que explican el proceso de compra. Los perfiles sociodemográficos fueron diferentes en género y ocupación: las mujeres y los trabajadores autónomos estuvieron más interesados en comprar alimentos ecológicos.

    Limitaciones: el estudio se llevó a cabo en la ciudad de Ambato que podría considerarse representativa de la sociedad urbana ecuatoriana. Los resultados deberían completarse con futuros estudios centrados en otras ciudades o áreas rurales.

    Implicaciones prácticas: los resultados sugieren que el sector ecológico ecuatoriano sigue los patrones de desarrollo identificados en Occidente. Esto implica que la promoción y el apoyo práctico para el sector ecológico debería centrarse en fortalecer las actitudes positivas hacia los alimentos ecológicos.

  • 中文

    研究目的：本研究目的为探索那些能够影响在安巴托（厄瓜多尔）消费者对有机食品购买行为之因素。 分析方法：研究数据是通过对一千五百位有机食品消费者和另外一千五百位选择传统食品的消费者进行的问卷调查而获得的，其后我们对该数据进行多变量分析。 研究结论：经过对主要要素进行的分析，我们发现有四种能够解释有机食品消费者购买行为的因素：相信有机食品健康益处多、其质量及味道优良；相信其环境效益高，以及其他外在因素效益。通过聚类分析，我们发现有三类绿色消费者：重视食品对自身益处同时极度受外在因素影响的绿色消费者（第一类）；重视食品环境效益的绿色消费者（第二类），以及非常重视食品对自身益处但较少受到外在因素影响的绿色消费者（第三类）。此外，其与有机食品消费者建立的关系有别于与常规消费者建立的关系。这定义了不同的变量，从而解释其购买过程。在社会人口的层面上来看，消费者的性别和职业会影响其消费喜好：妇女和自由职业者对购买有机食品比较感兴趣。 研究局限: 由于本研究是在安巴托市进行的，其结果可以被视为反映厄瓜多尔都市社会的情况。在未来的研究，我们应该针对其他城市以及农村地区进行进一步研究，让本研究结果更完整。 实际应用: 研究结果显示，厄瓜多尔的生态产业跟随西方的发展模式。 这意味着生态产业的推广和支持应该集中于对有机食品发展采取更积极的态度。

  • English

    Objective: The aim of this study was to identify the factors that explain consumers purchasing behavior towards organic food products in Ambato (Ecuador).

    Methodology: Data were collected a survey of 1,500 organic consumers and other 1,500 consumers who prefer conventional foods, and analyzed using multivariate techniques.

    Results: Principal component analysis identified four factors which explain the buying behavior of organic consumers: Belief in health benefits, quality and taste attributes; belief in environmental benefits; and contextual issues. Cluster analysis identified three groups of organic consumers: organic consumers interested in self benefit and highly influenced by contextual aspects (Group I), organic consumers interested in expected environment benefits (Group II) and organic consumers very interested in self benefits and less affected by contextual aspects (Group III). The relationships established in organic consumers are different to conventional consumers. This defines different variables that explain the purchase process. The socio-demographics profiles were different in gender and occupation; women and free license workers were more frequently interested in buying organic foods.

    Limitations: The study was carried out in the city of Ambato that could be considered representative of the Ecuadorian urban society. The results should be complemented by future studies focused on other cities or rural areas.

    Practical implications: Results suggest that the Ecuadorian organic sector follows the developing patterns identified in the Western countries. This implies that the promotion and practical support for the organic sector should be focused on strengthening positive attitudes towards organic purchases.

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