Unveiling Millennials’ Perceptions of Organic Products: A Grounded Theory Analysis in Ecuador and Peru

Oscar Ortiz-Regalado (), Mary Llamo-Burga, Nelson Carrión-Bósquez (), Harum Chávez-Gutiérrez, Wilson Guerra-Regalado, Iván Veas-González (), Wilfredo Ruiz-García and Cristian Vidal-Silva
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Oscar Ortiz-Regalado: Escuela Profesional de Ingeniería en Agronegocios, Universidad Nacional de Cajamarca, Cajamarca 06001, Peru
Mary Llamo-Burga: Escuela Profesional de Ingeniería en Agronegocios, Universidad Nacional de Cajamarca, Cajamarca 06001, Peru
Nelson Carrión-Bósquez: Departamento de Administración, Facultad de Economía y Administración, Universidad Católica del Norte, Antofagasta 1270709, Chile
Harum Chávez-Gutiérrez: Departamento de Economía, Administración y Mercadología, ITESO, Universidad Jesuita de Guadalajara, San Pedro Tlaquepaque 45604, Mexico
Wilson Guerra-Regalado: CENTRUM Catolica Graduate Business School, Pontificia Universidad Católica del Perú, Lima 15023, Peru
Iván Veas-González: Departamento de Administración, Facultad de Economía y Administración, Universidad Católica del Norte, Antofagasta 1270709, Chile
Wilfredo Ruiz-García: Escuela Profesional de Ingeniería en Agronegocios, Universidad Nacional de Cajamarca, Cajamarca 06001, Peru
Cristian Vidal-Silva: Facultad de Ingeniería y Negocios, Universidad de Las Américas, Manuel Montt 948, Providencia, Santiago 7500975, Chile

Sustainability, 2024, vol. 16, issue 12, 1-16

Abstract: In today’s society, the consumption of organic products presents both significant benefits and potential barriers, as evidenced by the intrinsic and extrinsic factors shaping consumer behavior among university-aged millennials. This study explores the motivators influencing consumer behavior toward organic product purchases and identifies barriers that may inhibit university-aged millennials from engaging in such consumption practices. Utilizing a qualitative research approach, data were gathered through semi-structured interviews with thirty-eight university students in Ecuador and Peru. The analysis employed Grounded Theory methods. The findings of this research indicate that intrinsic factors, including environmental awareness, eco-consciousness, habitual tendencies, health considerations, and personal values, in conjunction with extrinsic factors, such as familial and social influences and concerns regarding the COVID-19 pandemic, are significant drivers of the adoption of organic goods. Conversely, challenges related to product availability, cost implications, and prevalent skepticism occasionally hinder the acquisition of these products. An innovative aspect of this study lies in its pioneering use of Grounded Theory in Ecuador and Peru. It sheds light on millennials’ perceptions of organic products and elucidates the factors influencing their purchasing decisions in the organic market.

Keywords: green purchasing behavior; organic products; intrinsic factors; extrinsic factors; barriers; millennials (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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