Influence of Personal Norms and Willingness of Economic Sacrifice in the Organic Purchase Intention in Ecuador
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Abstract
The study of the determinant factors in the generation of intention to purchase organic products is a priority in a society that seeks environmental sustainability in an ever-deeper way. The objective of the present investigation is to determine the influence of the application of the theory of activation of norms and the willingness to make economic sacrifices in the study of the purchase intention of organic products. The methodology has a quantitative approach, with an exploratory scope. For data analysis, the structural equation modeling technique (SEM-PLS) was used. The results allowed us to conclude that, although all the hypotheses are significant and therefore the model is solid, the R2 value of the explained variable is low (29.8%). In the future, it is necessary to test a more complex model that considers more aspects related to the purchase of organic products, since an approach restricted to few variables results in a weak explanation of organic purchasing behavior.
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Aidee Yadira Chuya-Loja, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0004-1375-8053
Student of the Technical University of Machala, of the Marketing career, studying the last semester; with which this scientific article is presented for degree approval.
Through it, granting me the title of Bachelor of Marketing.
Gisella Anabel Moncada-Prieto, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0006-3030-9502
Student of the Technical University of Machala, of the Marketing career, studying the last semester; with which this scientific article is presented for degree approval.
Through it, granting me the title of Bachelor of Marketing.
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 (Universidad de Almería - Spain) in 2020. Research areas: Sustainability, Microeconomics, Sustainable Agriculture and Development, Strategic Marketing, Sustainable Marketing.
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