Consumer Behaviour and Attitude towards the Purchase of Organic Products in Riobamba, Ecuador
Víctor Dante Ayaviri-Nina,
Nataly Sthefania Jaramillo-Quinzo,
Gabith Miriam Quispe-Fernández,
Ilias Mahmud,
Ibrahim Alasqah,
Talal Ali F Alharbi,
Nada Alqarawi,
Conrado Carrascosa,
Ariana Saraiva,
Hani A. Alfheeaid,
António Raposo
Affiliations
Víctor Dante Ayaviri-Nina
Centro de Investigación Para la Innovación y Desarrollo Regional (CIIDER), Facultad de Ciencias Políticas y Administrativas, Universidad Nacional de Chimborazo (UNACH), Riobamba 060103, Ecuador
Nataly Sthefania Jaramillo-Quinzo
Centro de Investigación Para la Innovación y Desarrollo Regional (CIIDER), Facultad de Ciencias Políticas y Administrativas, Universidad Nacional de Chimborazo (UNACH), Riobamba 060103, Ecuador
Gabith Miriam Quispe-Fernández
Centro de Investigación Para la Innovación y Desarrollo Regional (CIIDER), Facultad de Ciencias Políticas y Administrativas, Universidad Nacional de Chimborazo (UNACH), Riobamba 060103, Ecuador
Ilias Mahmud
Department of Public Health, College of Public Health and Health Informatics, Qassim University, Al Bukairiyah 52741, Saudi Arabia
Ibrahim Alasqah
Department of Public Health, College of Public Health and Health Informatics, Qassim University, Al Bukairiyah 52741, Saudi Arabia
Talal Ali F Alharbi
Department of Psychiatric and Mental Health and Community Health Nursing, College of Nursing, Qassim University, Buraydah 51452, Saudi Arabia
Nada Alqarawi
Department of Basic Medical Sciences, Unaizah College of Medicine and Medical Sciences, Qassim University, Unaizah 56432, Saudi Arabia
Conrado Carrascosa
Department of Animal Pathology and Production, Bromatology and Food Technology, Faculty of Veterinary, Universidad de Las Palmas de Gran Canaria, Trasmontaña s/n, 35413 Arucas, Spain
Ariana Saraiva
Department of Animal Pathology and Production, Bromatology and Food Technology, Faculty of Veterinary, Universidad de Las Palmas de Gran Canaria, Trasmontaña s/n, 35413 Arucas, Spain
Hani A. Alfheeaid
Department of Food Science and Human Nutrition, College of Agriculture and Veterinary Medicine, Qassim University, Buraydah 51452, Saudi Arabia
António Raposo
CBIOS (Research Center for Biosciences and Health Technologies), Universidade Lusófona de Humanidades e Tecnologias, Campo Grande 376, 1749-024 Lisboa, Portugal
The development of organic agriculture has been promoted worldwide to improve the nutritional health of families, and Ecuador is no exception. The aim of this research was to identify the behaviour and attitudes of consumers toward the commercialization of organic products in the city of Riobamba. This will help us to understand in what situations the consumers access these foods, the producer position in relation to the market, and to know their attitude towards these products. The study used a quantitative approach, and is descriptive, incorporating the deductive method and a non-experimental design. The techniques used were a survey as a source of data collection, with a sample including 195 consumers. Linear regression was applied to test the hypotheses; this made it possible to identify those demographic and cultural factors that determine, to a lesser extent, consumer purchase behaviour in regard to organic products. The study determined that motivation, emotions, and feelings are significantly related to the consumer’s attitude and purchase of organic products.