Análisis de los factores que impulsan el consumo de productos agroecológicos en Cuenca, Ecuador

Abstract

The consumption of agroecological products has gained relevance as a response to the growing concern for health and environmental sustainability. From a marketing perspective, these consumption decisions are explained through value perception that integrates both personal and social benefits. In this context, the objective of this study was to analyze the factors influencing the consumption of agroecological products in Cuenca, Ecuador, with emphasis on health care as the main determinant of consumer behavior. The research was conducted under a quantitative, cross-sectional approach using primary information obtained through a survey applied to a sample of 384 individuals selected through simple random sampling. Data analysis was carried out using statistical techniques, including Pearson’s Chi- square independence tests (χ²), binomial logit regression models (BLM), and ordinal logit models (OLM), in order to identify the factors associated with both the probability and the frequency of agroecological product consumption. The results show that health is the factor with the greatest explanatory power in agroecological consumption. Likewise, educational level and knowledge about these products are mainly associated with the probability of consuming them, while variables such as price, place of purchase, income level, and food expenditure are more relevant in determining consumption frequency. The findings indicate that health acts as the central axis of consumer behavior, interacting with social, economic, and market access factors.