Organic Consumer Segmentation

Abstract

One of the aspects that configure the social agreement these days in Ecuador is based on the “Food Sovereignty”. In this sense, this paper tries to identify and validate determinant factors over the consumption of ecological food in Ecuador. Among other factors, the authors analyse the demo-graphic characteristics, the knowledge about organic agriculture, the attitudes towards environmental issues, the considerations about organic product sales, the lifestyles and the main priorities when choosing food. The population of study was the city of Ambato, province of Tungurahua (Ecuador) with a sample size of 400 subjects in order to determine the patterns of organic consumption right there. In particular, this research was conducted through a face-to-face survey of 40 questions considering 86 variables divided into blocks of perceptions, attitudes, behaviours and socio-demographic profiles, such as income source, home size, education level, lifestyle or monthly family incomes. Hence, a model of analysis is determined on the awareness of organic products and its association with ecological purchase.