<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2665-0290</journal-id>
<journal-title><![CDATA[Agroecología Global. Revista Electrónica de Ciencias del Agro y Mar]]></journal-title>
<abbrev-journal-title><![CDATA[Agroecología Global]]></abbrev-journal-title>
<issn>2665-0290</issn>
<publisher>
<publisher-name><![CDATA[Fundación Koinonía]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2665-02902024000100043</article-id>
<article-id pub-id-type="doi">10.35381/a.g.v6i10.3236</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Consumo de productos orgánicos en millennials universitarios en Ecuador]]></article-title>
<article-title xml:lang="en"><![CDATA[Consumption of organic products among university millennials in Ecuador]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Comas-Rodríguez]]></surname>
<given-names><![CDATA[Raúl]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Regional Autónoma de los Andes  ]]></institution>
<addr-line><![CDATA[Ambato Tungurahua]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>6</volume>
<numero>10</numero>
<fpage>43</fpage>
<lpage>57</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S2665-02902024000100043&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S2665-02902024000100043&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S2665-02902024000100043&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El objetivo de la investigación es determinar los factores que influyen en las intenciones y el comportamiento de compra de productos orgánicos en los millennials universitarios del Ecuador. El estudio tiene un enfoque cuantitativo, de alcance correlacional y diseño transversal. 385 estudiantes universitarios de doce instituciones académicas con edades de 22 y 43 años participaron en el estudio. La encuesta estuvo conformada por 20 preguntas y los análisis estadísticos desarrollan un análisis de consistencia interna por medio de un alfa de Cronbach, y un análisis factorial exploratorio, un análisis factorial confirmatorio y luego un modelado de ecuaciones estructurales. Los resultados identificaron que las actitudes y las normas subjetivas generan influencias significativas dentro de las intenciones de compra, pero se pueden frenar debido al control de comportamiento percibido (precio, tiempo, escepticismo y hábitos de consumo). Se identificó que las intenciones de compra los millennials universitarios influyen sobre los comportamientos de compra.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The objective of this research was to determine the factors that influence the purchase intentions and purchase behavior of organic products in university Millennials from Ecuador. The study had a quantitative approach, a correlational scope and cross-sectional design. 385 university students from twelve academic institutions between the ages of 22 and 43 participated in the study. The survey consisted of 20 questions and the statistical analyzes were developed through an internal consistency analysis using a Cronbach's Alpha, and then applied an Exploratory Factor Analysis, a Confirmatory Factor Analysis and then a Structural Equation Modeling. The results of the research determinate that the Attitudes and the Subjective Norms have influence in the Purchase Intentions, but these intentions can be stopped due to the Control of Perceived Behavior (price, time, skepticism and consumption habits). In turn, it was identified that the purchase intentions of University Millennials influence purchase behavior.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Productos orgánicos]]></kwd>
<kwd lng="es"><![CDATA[millennial universitario]]></kwd>
<kwd lng="es"><![CDATA[teoría del comportamiento planificado]]></kwd>
<kwd lng="en"><![CDATA[Organic consumption]]></kwd>
<kwd lng="en"><![CDATA[university millennials]]></kwd>
<kwd lng="en"><![CDATA[planned behavior theory]]></kwd>
</kwd-group>
</article-meta>
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