Published

2015-05-01

Organic purchasing factors and consumer classification through their preferences in the metropolitan area of Lima, Peru

Factores que influyen en la decisión de compra de productos orgánicos y clasificación de sus consumidores según preferencias en el área metropolitana de Lima, Perú

DOI:

https://doi.org/10.15446/agron.colomb.v33n2.50013

Keywords:

food merchandising, consumer behaviour, market research, organic foods (en)
comercio de alimentos, comportamiento del consumidor, investigación de mercados, alimentos orgánicos (es)

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Authors

  • Angie Higuchi Universidad del Pacifico - Faculty of Business Administration
  • Angel Avadi Institut National de la Recherche Agronomique (INRA) - UMR Sol Agro et hydrosystème Spatialisation (UMR SAS)
The analysis of organic-product consumer behavior deals primarily with preferences. There is a need to better understand the predictors that determine consumer choices when purchasing organic products. Metropolitan Lima was chosen as the study location. The structured questionnaire involved interviews with 547 organic consumers of the metropolitan area of Lima, Peru. A principal component analysis and a cluster analysis were used to assess the underlying opinions of consumers of organic products. The results revealed that decisions to purchase organic products in the future were mainly influenced by factors such as health and quality perceptions. Moreover, profiling the clusters as naturalites, drifters (mid-level) and LOHAS (core level) confirmed the results. The link between health and environment, among other benefits, should be strengthened through communication strategies to increase interest from consumers.

El análisis del comportamiento del consumidor orgánico se relaciona principalmente con sus preferencias. Existe la necesidad de entender a profundidad cuáles son los predictores más relevantes que llevan a los consumidores a adquirir este tipo de productos. El estudio fue desarrollado empleando un cuestionario estructurado con 547 consumidores orgánicos del área metropolitana de Lima, Perú. Se empleó un análisis de componentes principal (ACP) y un análisis de clusters para analizar las opiniones subyacentes de estos consumidores. Los resultados revelaron que las decisiones para comprar productos orgánicos en el futuro se encontraron influenciadas principalmente por factores como la salud y la calidad. Asimismo, los perfiles elaborados como naturalites, drifters (nivel medio) y LOHAS (nivel core) confirman los resultados de manera consistente. La relación entre salud y cuidado del medio ambiente, entre otros beneficios, debería ser reforzada mediante estrategias de comunicación para acrecentar el interés de los consumidores.

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Higuchi, A., & Avadi, A. (2015). Organic purchasing factors and consumer classification through their preferences in the metropolitan area of Lima, Peru. Agronomía Colombiana, 33(2), 271-279. https://doi.org/10.15446/agron.colomb.v33n2.50013

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