Motivación de la compra orgánica pre y post COVID en Lima
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Pontificia Universidad Católica del Perú
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Resumen
El objetivo del presente estudio es identificar cambios en las motivaciones para la compra de
productos orgánicos en Lima, antes y después de la pandemia del COVID 19. Para ello, se usó
un cuestionario basado en la teoría del Comportamiento Planificado de Icek Ajzen, con el fin de
identificar variables psicológicas y sociodemográficas que influyen en este comportamiento de
compra. Las muestras fueron recogidas en ferias orgánicas de Miraflores y Surquillo y fueron de
85 personas en 2013 y 100 personas en 2022. En general, las personas afirmaron consumir
alimentos orgánicos con mayor frecuencia en 2022 y 35% atribuyó esto directamente al COVID.
Además, algunas variables sociodemográficas como el género, la edad y la tenencia de hijos
tuvieron influencia en la intención de consumo y la compra real, la cual varió según años.
The purpose of this study is to identify the psychological and social drivers behind the consumption of Organic Products in Lima, both before and after COVID-19. In order to achieve that, a survey based on the Theory of Planned Behaviour of Icek Ajzen was used, to identify psychological and sociodemographic drivers for organic food purchase. Two samples were compared, one of 85 people, collected in 2013, and the other one of 100, from 2022, surveyed in organic markets in the districts of Miraflores and Surquillo. Overall, people reported consuming organic food more frequently in 2022 and 35% attributed this to COVID. Furthermore, some sociodemographic traits such as gender, age, and having kids showed some influence in consumer intention and real purchase, although with variations between years.
The purpose of this study is to identify the psychological and social drivers behind the consumption of Organic Products in Lima, both before and after COVID-19. In order to achieve that, a survey based on the Theory of Planned Behaviour of Icek Ajzen was used, to identify psychological and sociodemographic drivers for organic food purchase. Two samples were compared, one of 85 people, collected in 2013, and the other one of 100, from 2022, surveyed in organic markets in the districts of Miraflores and Surquillo. Overall, people reported consuming organic food more frequently in 2022 and 35% attributed this to COVID. Furthermore, some sociodemographic traits such as gender, age, and having kids showed some influence in consumer intention and real purchase, although with variations between years.
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Pandemia de COVID-19, 2020---Aspectos psicológicos--Perú--Lima, Comportamiento del consumidor--Perú--Lima, Alimentos naturales, Alimentos--Industria y comercio--Perú--Lima
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