Intención y decisión de compra de productos saludables en Cochabamba: un análisis desde el comportamiento planificado
Purchase intention and decision for healthy products in Cochabamba: An analysis from planned behavior
Abstract (en)
This study aimed to identify the factors influencing the intention and decision to purchase healthy products in the Cercado province of the Cochabamba department. The research adopted a quantitative approach, with a non-experimental, cross-sectional design, applying surveys to a sample of 322 consumers. The data were analyzed using descriptive statistics and structural equation modeling.
The results show that awareness and perceived control significantly influence purchase intention, while attitudes and subjective norms do not have relevant effects. Furthermore, purchase intention has a direct impact on the purchase decision. The model achieved an explanatory power of 63.9%, reflecting adequate explanatory capacity. These findings contribute to the understanding of consumer behavior and the design of strategies aimed at strengthening the consumption of healthy products.
Abstract (es)
Este estudio tuvo como objetivo identificar los factores que influyen en la intención y decisión de compra de productos saludables en la provincia de Cercado, del departamento de Cochabamba. La investigación adoptó un enfoque cuantitativo, con diseño no experimental y de corte transversal, aplicando encuestas a una muestra de 322 consumidores. Los datos fueron analizados mediante estadística descriptiva y modelos de ecuaciones estructurales.
Los resultados evidencian que la conciencia y el control percibido influyen significativamente en la intención de compra, mientras que la actitud y las normas subjetivas no presentan efectos relevantes. Asimismo, la intención de compra tiene un impacto directo sobre la decisión de compra. El modelo alcanzó un nivel de explicación del 63.9 %, lo que refleja una adecuada capacidad explicativa. Estos hallazgos contribuyen a la comprensión del comportamiento del consumidor y al diseño de estrategias orientadas a fortalecer el consumo de productos saludables.
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