Actitudes de los consumidores hacia las hortalizas ecológicas: segmentación y potencial de mercado

Carmen Fortea Millán, Azucena Gracia Royo and María Teresa Maza Rubio

Economia Agraria y Recursos Naturales, 2025, vol. 25, issue 01

Abstract: [ES] El objetivo de este trabajo es analizar las actitudes de los consumidores aragoneses hacia las hortalizas ecológicas y segmentarlos en función de dichas actitudes. Para ello se llevó a cabo una encuesta online a consumidores de hortalizas mayores de 18 años en Aragón. Los resultados indican que las actitudes se pueden agrupar en dos factores, uno que recoge los aspectos positivos y otro, los negativos. Se obtuvieron dos segmentos de consumidores, uno de ellos el de consumidores potenciales de hortalizas ecológicas al mostrar una mayor disposición a comprarlas y una mayor preocupación por su salud y el medioambiente. [EN] The aim of this study is to analyse the attitudes of Aragonese consumers towards organic vegetables and to segment them according to these attitudes. To this end, an online survey was carried out among vegetable consumers over 18 years of age in Aragon. The results indicate that attitudes can be grouped into two factors, one reflecting positive aspects and the other negative. Two consumer segments were obtained, one of which was that of potential consumers of organic vegetables, showing a greater willingness to buy them and a greater concern for their health and the environment.

Keywords: Consumer/Household Economics; Marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:earnsa:358853

DOI: 10.22004/ag.econ.358853

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