Know to act: knowledge and concern as antecedents of the intention to purchase organic products
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Abstract
The objective of this study was to analyze whether environmental factors influence the purchase intention of organic products by UTMACH students using the theory of planned behavior. A method for the study of environmental factors in a consumer's purchase decision through a non-probabilistic sample, applied to 373 students, developed through the snowball method using a survey model structured on a Likert scale, using models of structural equations (PLS-SEM), in which the influence of environmental factors was collected on the intention of consumers to buy organic products in Ecuador. The results confirm the acceptance of the hypotheses raised in the study, showing that environmental factors positively influence the decision to purchase organic products. In addition, changing purchase intention and knowledge of organic products are strong indicators of the inclination to make the decision to buy organic products. From this information important data can be obtained as a basis for future research.
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Mauricio Javier Sánchez-Feijoo, Universidad Técnica de Machala - Ecuador
Student of the Technical University of Machala in the career of engineering in marketing, currently graduated, studying to obtain my third level degree. Member of a research group at the same university.
Lorenzo Bonisoli , Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0003-3336-5658
Professor at the Technical University of Machala since 2013, Doctor of Philosophy (Università Cattolica di Milano - Italy) in 2002, Master of Business Administration (Cranfield University - UK) in 2011 and Doctorate in Economic Sciences (University of Almería - Spain) in 2020. Research areas: Sustainability, Strategic Marketing, Sustainable Marketing.
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