Profiling the consumer of agroecological products using cluster analysis

Abstract

In a context of searching for economic sustainability and health-promoting practices, agroecology presents itself as a point of integration of several knowledges: traditional, scientific, productive technical and economic-social. Moreover, in order to truly achieve sustainable agriculture, all aspects of food production, distribution and consumption need to be integrated, and consumers’ choices can be considered as an impact factor on the environment. This article aims to characterize consumers in three agroecological markets in the municipalities of Belo Horizonte, Santana do Riacho and Jaboticatubas, in Minas Gerais. A primary data survey was used, with 191 questionnaires applied in three agroecological neighborhood markets. The statistical analysis used was cluster analysis; 2 clusters were identified: a) “Consumers Closer to Agroecological Knowledge”; and b) “Sustainable Consumers and Less Close to Agroecological Knowledge”. These analyses allowed to identify the real perceptions of consumers regarding agroecological markets and to define assertively the limitations of the locations, in addition to showing which strategies are the most appropriate to simultaneously meet the needs of consumers and stimulate the sale of products, thus ensuring the financial viability of farmers.

Consumer Behaviour and Attitude towards the Purchase of Organic Products in Riobamba, Ecuador

“…Consumer behaviour regarding the consumption of organic products can be defined by various factors, such as belief in the benefits that they have for health, meaning the nutritional value, certification, taste, quality, and price, in addition to belief in the environmental benefits they can provide; however, these purchase factors are not always enough. Meanwhile, the consumers’ attitude toward agricultural products is changing as the need to guarantee food safety arises [ 16 , 17 , 18 ]. What is sought is an understanding of the existing dynamics in the production processes and the improvement of technologies in this sector that offer products with added consumer benefits, allowing them to purchase a variety of products.…”