Factores que influyen en la intención de compra de alimentos orgánicos en los consumidores millennials de Lima Metropolitana

This document seeks to determine how factors influence the intention to purchase organic food in millennial consumers in Metropolitan Lima. The type of research is applied, since it focuses on highlighting a benefit to society. In addition, the descriptive study was taken, because two variables will be nalyzed: Factors (independent variable) and purchase intention (dependent variable). 384 surveys were conducted to consumers and connoisseurs of organic food ranging between 28 and 40 years of socioeconomic level A and B1. A statistically significant relationship was determined between the attitude and intention to purchase organic food in millennial consumers in Metropolitan Lima; characterized by a Spearman correlation coefficient of 0.924. Likewise, subjective norms and purchase intention also have a statistically significant relationship, with a coefficient value of 0.864; between perceived control and purchase intention with a value of 0.969; between awareness and purchase intention with a Spearman correlation coefficient value of 0.958 and, finally, between the behavior of the potential customer and purchase intention with a coefficient value of 0.969.

Name thesis:degree_name

Licenciado en Marketing

Level thesis:degree_level

Título Profesional

Discipline thesis:degree_discipline

Marketing

Grantor dc:publisher

Universidad de Lima

Year dc:date.issued

2022

Authors dc:creator

• Villanueva Rodríguez, Noelia
• Alva Abad, Ximena Alejandra

Advisor dc:contributor.advisor

• Huaynate Mato, Edwin David

• Comportamiento del consumidor
• Alimentos naturales
• Consumer behavior
• Natural foods
• Lima Metropolitana (Perú)

Statement dc:rights

• info:eu-repo/semantics/openAccess

Licence dc:rights.uri

• https://creativecommons.org/licenses/by-nc-sa/4.0/

Language dc:language.iso

spa

Handle dc:identifier.uri

https://hdl.handle.net/20.500.12724/17179

OAI identifier oai:identifier

oai:repositorio.ulima.edu.pe:20.500.12724/17179