Behavioral factors that drive the consumption of agroecological products in Cuenca

This research explores the psychological and sociocultural factors that influence the decisions of consumption of agroecological products in Cuenca, an area where knowledge is still limited. The study examines how the social discount, environmental awareness and health perceptions impact consumers to choose sustainable products. Although environmental awareness has been widely studied as a factor of responsible consumption, the link between altruism and agroecological purchase decisions has not received enough attention. Using neuromarketing biometry to measure emotional activation during the purchase experience, this project provides an innovative approach to consumer behavior. In addition, it evaluates how sociocultural factors such as gender, education and age moderate purchase decisions, promoting an inclusive and equitable perspective in access to these products. The expected results include the creation of more effective marketing strategies, the promotion of responsible consumption habits and the development of public policies oriented to community well -being, environmental sustainability and public health in Cuenca. This project seeks not only to understand the behavior of the local market, but also to promote a change towards a healthier and more conscious consumption.

21st UNIVERSITY RESEARCH PROJECT COMPETITION