Resumo

COMAS-RODRIGUEZ, Raúl. Consumption of organic products among university millennials in Ecuador. Agroecología Global [online]. 2024, vol.6, n.10, pp.43-57.  Epub 30-Jun-2024. ISSN 2665-0290.  https://doi.org/10.35381/a.g.v6i10.3236.

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.

Palavras-chave : Organic consumption; university millennials; planned behavior theory.

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