Factors Affecting Consumers’ Purchase Intention for Organic Products at a Peruvian University: A CB-SEM Structural Equation Based Approach

Armas-Castañeda P.; Sernaque-Carrasco V.; Garcia-Lopez Y.J.; Zapata L.C. · Proceedings of the Conference on Production Systems and Logistics (2025) · DOI: 10.15488/18874

Resumen

Peru has currently seen a growing push for organic products on a large scale, which creates greater awareness among consumers. According to Centrum PUCP, 76% of companies claim that there has been an increase in interest in consuming organic products, which implies a commitment by both producers and consumers to more environmentally friendly practices and responsible use of resources, and where the regional average is exceeded by 70.8%. This shows that there was an impact on the culture of their companies and their social responsibility while recognizing the willingness of customers to pay a higher price for environmental responsibility and other related factors before making a purchase. According to the Kantar study, the so called eco-considerers increased from 36% to 38% in 20f. However, compared to other countries, it has a more significant positive impact on sustainability and the environment. On a scale of 1 to 10, when evaluating the relationship between total purchases and those of ecological products, it can be estimated that Peru is in a range of approximately 6 or 7 due to the high purchase frequency reported by Peruvian consumers and the increase in the availability of sustainable products. The study aims to identify which variables of the Theory of Planned Behavior model and the Purchase Intention (PI) variable of ecological products can motivate consumers to reduce the use of plastics, reduce waste, or participate in recycling programs. For this purpose, an online survey was applied to a group of 314 people as undergraduate students, CPEL, and Master’s, among others related to a Peruvian university, of which 53% were female and 47% male. The data were analyzed through Covariance-Based Structural Equation Modeling (CB-SEM). The high reliability of the constructs: Attitude (AC) with Cronbach’s alpha = 0.88, and the Moral Obligation (MO) construct with Cronbach’s alpha = 0.87 and the convergent validity reflected in the AVE greater than 0.60 for AC, OM, and IC support that these constructs have a good capacity to explain the variance related to their respective indicators and strengthening the evidence of a positive and significant effect with an impact on the purchase intention of organic products. © Institute for Production and Logistics Research GbR Herberger, Hübner & Beus.

Instituciones: Universidad San Ignacio de Loyola