Hábitos en la alimentación, especial mención a los productos ecológicos.
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2020-01
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Jaén: Universidad de Jaén
Resumen
[ES] En los últimos años, el crecimiento de la producción y compra de los productos ecológicos ha dado lugar a un aumento del interés de las empresas por este mercado.
Esto ha sucedido como consecuencia de que las características de este tipo de productos crean una serie de ventajas en el comprador mucho mayores a las que se pueden crear comprando productos convencionales, puesto que no solo generan beneficios para la salud, sino que además se generan para el entorno natural en el que se producen. A esto se añade la mayor concienciación sobre un estilo de vida saludable y activo en los últimos tiempos.
El estudio del perfil del consumidor, las variables de marketing consideradas como las más influyentes para la elección de los productos ecológicos, así como la publicidad y las estrategias de marketing en estos productos ha sido el principal
objetivo de este trabajo.
[EN] In recent years, the growth of the production and purchase of organic products has led to an increase in business interest in this market. This has happened as a result of the characteristics of this type of product creating a number of advantages in the buyer much greater than those that can be created by buying traditional products, since they not only generate health benefits but also are generated for the natural environment in which they occur. Added to this is increased awareness of a healthy and active lifestyle in recent times. The study of the consumer profile, the marketing variables considered to be the most influential for the choice of organic products as well as advertising and marketing strategies in these products has been the main objective of this work.
[EN] In recent years, the growth of the production and purchase of organic products has led to an increase in business interest in this market. This has happened as a result of the characteristics of this type of product creating a number of advantages in the buyer much greater than those that can be created by buying traditional products, since they not only generate health benefits but also are generated for the natural environment in which they occur. Added to this is increased awareness of a healthy and active lifestyle in recent times. The study of the consumer profile, the marketing variables considered to be the most influential for the choice of organic products as well as advertising and marketing strategies in these products has been the main objective of this work.