Organic purchasing factors and consumer classification through 
their preferences in the metropolitan area of Lima, Peru

Angie   Higuchi; Angel   Avadi

Organic purchasing factors and consumer classification through their preferences in the metropolitan area of Lima, Peru

Autores

Angie Higuchi

Angel Avadi

Editor

Universidad Nacional de Colombia

Descripción

The analysis of organic-product consumer behavior dealsprimarily with preferences. There is a need to better under-stand the predictors that determine consumer choices whenpurchasing organic products. Metropolitan Lima was chosenas the study location. The structured questionnaire involvedinterviews with 547 organic consumers of the metropolitanarea of Lima, Peru. A principal component analysis and acluster analysis were used to assess the underlying opinions ofconsumers of organic products. The results revealed that deci-sions to purchase organic products in the future were mainlyinf luenced by factors such as health and quality perceptions.Moreover, profiling the clusters as naturalites, drifters (mid-level) and LOHAS (core level) confirmed the results. The linkbetween health and environment, among other benefits, shouldbe strengthened through communication strategies to increaseinterest from consumers.