Fomentando la sostenibilidad de la vida desde el consumo de productos agroecológicos. Análisis de prácticas de estilo de vida saludable e intención emprendedora social de los consumidores de las Ferias de la Red Agroecológica del Austro (RAA)

Abstract

One of the main instruments of domination and dependence on capitalism is the consumerist ideology based on the creation of superfluous needs, in the face of which the ideology of responsible consumption has been promoted and accepted as a viableproposal for the improvement of the quality of life, the care and conservation of the environment and the development of fair and equitable relations. Specifically, regarding food consumption, the consumption of healthy and clean products produced ecologicallyis promoted, which at the same time contribute to cultural identity and improve healthy living and consumption habits, moving away from industrialized agriculture that deteriorates people's health and degrades the planet. In this context, the research focused its analysis on the responsible ecological behavior of the consumers of the Austro Agro-ecological Network (RAA) in relation to the consumers of a conventional market, in this case the "El Arenal" market, for which it applied a survey to a representative sample of consumers. The results show that consumers ofthe "RAA" have excellent practices of healthy lifestyles and agro-ecological consumption, while consumers of the "El Arenal" market are in the process of transitioning to a healthier lifestyle, and it is necessary to establish communication strategies to publicize the benefits of consuming agro-ecological products. With respect to the entrepreneurial intention of consumers in the fairs of the "RAA" it is evident that the variables that have an impact are sex, work and marital status, while consumers in the market "El Arenal" are mainly influenced by the gender variable. In conclusion, responsible consumption involves a healthy lifestyle that contributes to environmental care and people's health. In short, it contributes to the sustainability of life, where the agro-ecological fairs, in addition to offering healthy products, generate solidarity and equitable interrelations that motivate the social entrepreneurial intention of the consumers.