Intención de compra de productos agroecológicos mediante el comercio electrónico en un contexto de comercio justo
Purchase Intention for agroecological products through electronic commerce within the context of a fair trade
Abstract
Objective: To identify the main factors that influence the purchase intention of agroecological products through electronic commerce in a fair trade environment. Methodolgy: A quantitative design was done, a sample of 711 people from the target population were surveyed. Comparative analysis techniques was used through Chi square independence tests and binary logistic regression model. Results: The results highlight that the intention to purchase fair trade agroecological products by electronic means is significantly related inversely with age and having had problems with the use of personal data and, in a direct sense, with income level, use of the Internet and the use of a credit card for online purchases and not having had any problems with it. Limitations: The surveys were carried out personally between September and October 2021 when there were still restrictions due to the COVID-19 pandemic, which limited access to the study population. Conclussions: The findings indicate that, except for age, demographic variables such as gender, marital status, and schooling do not impact the frequency of purchase of agroecological products in virtual environments, and behavioral variables such as frequency of internet use and use of credit cards did show a positive impact.
Keywords:
regional development, purchase intention, agroecological products, e-commerce, fair trade, electronic media, consumer factorsAbstract
Objective: To identify the main factors that influence the purchase intention of agroecological products through electronic commerce in a fair trade environment. Methodolgy: A quantitative design was done, a sample of 711 people from the target population were surveyed. Comparative analysis techniques was used through Chi square independence tests and binary logistic regression model. Results: The results highlight that the intention to purchase fair trade agroecological products by electronic means is significantly related inversely with age and having had problems with the use of personal data and, in a direct sense, with income level, use of the Internet and the use of a credit card for online purchases and not having had any problems with it. Limitations: The surveys were carried out personally between September and October 2021 when there were still restrictions due to the COVID-19 pandemic, which limited access to the study population. Conclussions: The findings indicate that, except for age, demographic variables such as gender, marital status, and schooling do not impact the frequency of purchase of agroecological products in virtual environments, and behavioral variables such as frequency of internet use and use of credit cards did show a positive impact.
Keywords:
regional development, purchase intention, agroecological products, e-commerce, fair trade, electronic media, consumer factorsDownloads
References
Ajzen, I. (2014). The theory of planned behaviour is alive and well, and not ready to retire: a commentary on Sniehotta, Presseau and Araújo-Soares. Health Psychology Review, 9(2), 131-137. doi: https://doi.org/10.1080/17437199.2014.883474
Al-Adwan, A. y Kokash, H. (2019). The driving forces of facebook social commerce. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 15-32. doi: https://doi.org/10.4067/S0718-18762019000200103
Amornkitvikai, Y. y Lee, C. (2020). Determinants of E-Commerce Adoption and Utilisation by SMEs in Thailand. Iseas Yusof Ishak Institute, 1-41. Recuperado de https://www.iseas.edu.sg/images/pdf/ISEASEWP2020- 1AmornkitvikaiLee.pdf
Asociación de Internet MX. (2021). 17º Estudio sore los hábitos de los usuarios de internet en México 2021. Asociación de Internet MX. Recuperado de https://www.asociaciondeinternet.mx/estudios/asociacion
Asociación de Internet MX. (2020). Estudio sobre Comercio Electrónico en México 2020. Décima cuarta entrega. Asociación de Internet MX. Recuperado de https://www.asociaciondeinternet.mx/estudios/asociacion
Bhaskara, S. y Bawa, K. (2021). Societal Digital Plataforms for Sustainability: Agriculture. Sustainability, 13(9), 1-8. doi: https://doi.org/10.3390/su13095048
Bojórquez, A., Hernández, M., Mata, C. y Flores, A. (2021). Plan de Marketing Social para la organización U Yits Ka´an. Informe técnico realizado en la Fase Semilla de la Convocatoria 2021 para la elaboración de protocolos de investigación e incidencia en materia de soberanía alimentaria Conacyt-Gobierno de México.
Borsellino, V., Schimmenti, E. y El Bilali, H. (2020). Agri-Food Markets towards Sustainable Patterns. Sustainability, 12, 1-35. doi: https://doi.org/10.3390/su12062193
Brüggeman, P. y Pauwels, K. (2022). Consumers´ Attitudes and Purchases in Online Versus Offline Grocery Shopping, en: Martínez-López, F. J., Gázquez-Abad, J. C. y Leva, M. (edits.). Advances in National Brand and Private Label Marketing. Ninth International Conference, 2022. Springer; 39-46. doi: https://doi.org/10.1007/978-3- 031-06581-1
Cámara de Diputados del H. Congreso de la Unión (2006). Ley de productos orgánicos. Publicada el 7 de febrero de 2006. Recuperado de https://www.gob.mx/cms/uploads/attachment/file/317971/Ley_de_productos_org_nicos.pdf
Control Union Certifications (s.f.). Programas de certificación. Orgánico Sagarpa México. Recuperado de https://certifications.controlunion.com/es/certification-programs/certification-programs/organico-sagarpa- mexico
Coordinadora Estatal de Comercio Justo (s.f.). Qué es el Comercio Justo. Historia. Recuperado de https://comerciojusto.org/historia-cj/
Díaz, S. C., López, L. M. y Roncallo, L. L. (2017). Entendiendo las generaciones: una revisión del concepto, clasificación y características distintivas de los Baby Boomers, X y Millennials. Clío América, 11(22), 188- 204. doi: https://doi.org/10.21676/23897848.2440
Glasbergen, P. (2018). Smallholders do not Eat Certificates. Ecological Economics, 147, 243-252. doi: https://doi.org/10.1016/j.ecolecon.2018.01.023
Ghali-Zinoubi, Z. y Toukabri, M. (2019). The Antecedents of the Consumer Purchase Intention: Sensitivity to Price and Involvement in Organic Product: Moderating Role of Product Regional Identity. Trends in Food Science & Technology, 90, 175-179. doi: https://doi.org/10.1016/j.tifs.2019.02.028
Kamalul, S. Mohan, T. y Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309-327. doi: https://doi.org/10.1108/JRIM- 11-2017-0100
Karaca, A., Demirci, N., Caglar, E. y Unlu, H. K. (2021). Correlates of internet addition in Turkish adolescents. Children and Youth Services Review, 126, 1-9. doi: https://doi.org/10.1016/j.childyouth.2021.106050
Kareen, P., Purwandari, B., Wilarso, I. y Pratama, M. O. (2018). E-commerce Adoption in SME: A Systematic Review. The 6th International Conference on Cyber and IT Service Management (CITSM). doi: https://doi.org/10.1109/CITSM.2018.8674285
Lazaroiu, G., Negurita, O., Grecu, L., Grecu, G. y Mitran, P.C. (2020). Consumers´ Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions. Frontiers in Psychology, 11, 1-7. Doi: https://doi.org/10.3389/fpsyg.2020.00890
Lozano-Blasco, R., Quilez, A. y Soto, A. (2022). Interent addition in young adults: A meta-analysis and systematic review. Computers in Human Behavior, 130, 1-10. doi: https://doi.org/10.1016/j.chb.2022.107201
Martínez, K. y Vásquez, I. (2018). El rol de la gerencia en la adopción del comercio electrónico: el caso de las mipymes costarricenses. Tec Empresarial, 12(2), 45-53. doi: http://dx.doi.org/10.18845/te.v12i2.3720
Martins, J., Costa, C., Oliveira, T., Goncalves, R. y Branco, F. (2019). How smartphone advertising influences consumers´ purchase intention. Journal of Business Research, 94, 378-387. Doi: https://doi.org/10.1016/j.jbusres.2017.12.047
Meerker, M. (2019). Bond. Internet Trends 2019. Recuperado de https://www.bondcap.com/report/itr19/
Meléndez, I. y Abrego, D. (2021). El papel de la confianza en la intención de uso del comercio electrónico. Revista Ibérica de Sistemas y Tecnologías de Información, 42, 30-45. Rcuperado de https://dialnet.unirioja.es/servlet/articulo?codigo=8235941
Molinillo, S., Vidal-Branco, M. y Japutra, A. (2020). Understanding the drivers of organic foods purchasing of millenials: Evidence from Brazil and Spain. Journal of Retailing and Consumer Services, 52, 1-9. doi: https://doi.org/10.1016/j.jretconser.2019.101926
Müller, J., Amezcua, J. B. y Müller, S. (2021). Intención de compra de productos verdes de acuerdo con la Teoría del Comportamiento Planeado: Incorporación de la obligación moral al modelo. Revista Academia y Negocios, 7(1), 15-30. doi: https://doi.org/10.29393/RAN6-2ICJM30002
Nurul, H., Alamanos, E. y Kuznesof, S. (2021). ´A social justice logic´: how digital commerce enables value co- creation at the bottom of the pyramid. Journal of Marketing Management, 37(9-10), 816-855. doi: https://doi.org/10.1080/0267257X.2021.1908399
Pardo, J. y Durand, L. (2019). Consumir y resistir. Los mercados alternativos de alimentos en la Ciudad de México. En: L. Durand, A. Nygren y A. C. De la Vega-Leinert (Coord.). Naturaleza y Neoliberalismo en América Latina. México: Universidad Nacional Autónoma de México; 467-503.
Robina-Ramírez, R., Chamorro-Mera, A. y Moreno-Luna, L. (2020). Organic and online attributes for buying and selling agricultural products in the e-marketplace in Spain. Electronic Commerce Research and Applications, 42. doi: https://doi.org/10.1016/j.elerap.2020.100992
Robles, J. (2014). Mercados municipales y tecnologías digitales: entre el e-comercio y nuevas formas de convivialidad. Anthropologica, XXXII(33), 137-161. Recuperado de http://www.scielo.org.pe/scielo.php?script=sci_arttext&pid=S0254-92122014000200007
Salazar, C., Mondaca, C. y Cea, J. (2018). Comercio electrónico en Chile: ¿Qué factores inciden en la decisión de compra?. Revista Academia y Negocios, 4(1), 1-14. Recuperado de https://revistas.udec.cl/index.php/ran/article/view/2837
Sánchez, C. (2018). Comercio justo y economía social y solidaria: historia y evolución de sus instituciones de fomento. Equidad y Desarrollo, 30, 149-172. doi: http://dx.doi.org/10.19052/ed.4216
Santini, y Ghezan (2019). Uso y resignificación de las TIC en una red de comercio electrónico de alimentos agroecológicos. II Jornadas de sociología. La sociología ante las transformaciones de la sociedad argentina. Mar de Plata. Universidad Nacional de Mar de Plata. https://repositorio.inta.gob.ar/bitstream/handle/20.500.12123/4780/INTA_CRBsAsSur_Santini_S_Uso_resi gnificacion_tic_red_comercio_electronico.pdf?sequence=1&isAllowed=y
Starobin, S. (2021). Credibility beyond compliance: Uncertified smallholders in sustainable food systems. Ecological Economics, 180, 1-11. doi: https://doi.org/10.1016/j.ecolecon.2020.106767
Suominen, K. (2019). El comercio digital en América Latina. ¿Qué desafíos enfrentan las empresas y cómo superarlos? Comisión Económica para América Latina y el Caribe (CEPAL). Serie Comercio Internacional, 145. Recuperado de https://www.cepal.org/es/publicaciones/44976-comercio-digital-america-latina-que- desafios-enfrentan-empresas-como-superarlos
Thomas, M., Wirtz, B. y Weyerer, J. (2019). Determinants of online review credibility and its impact on consumers´ purchase intention. Journal of Electronic Commerce Research, 20(1), 1-20. Recuperado de http://www.jecr.org/node/572
Vasileva, V. y Reynaud, D. (2021). Políticas públicas sobre comercio justo. Fair Trade International y la Oficina de Defensa del Comercio Justo. Recuperado de https://fairtrade-advocacy.org/wp- content/uploads/2022/04/public-policies-report-SP-final.pdf
Villa, E., Ruiz, L., Valencia, A. y Picón, E. (2018). Electronic Commerce: Factors Involved in its Adoption from a Bibliometric Analysis. Journal of Theoretical and Applied Electronic Ecommerce Research, 1(13), 39-70. doi: https://doi.org/10.4067/S0718-18762018000100104
World Fair Trade Organization (WFTO, s.f.). Sitio oficial del World Fair Trade Organization en Latinoamérica. https://www.wfto-la.org/comerciojusto/
Zaglul, L. (2022). Fair Trade in an unfair market: Economic competitiveness and worders´rights in Costa Rica´s banana industry. Ethnography, 1-19. doi: https://doi.org/10.1177/14661381221098608
Zamora-de Ortiz, M., Serrano-Pastor, F. y Martínez-Segura, M. (2020). Validez de contenido del modelo didáctico P- VIRC (preguntar-ver, interpretar, recorrer, contar) mediante el juicio de expertos. Formación universitaria, 13(2), 43-54. http://dx.doi.org/10.4067/S0718-50062020000300043
Published
How to Cite
Issue
Section
Copyright (c) 2022 Ana Laura Bojórquez-Carrillo, Anel Flores-Novelo, José Gabriel Domínguez-Castillo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Para que sean publicados artículos, ensayos y reseñas críticas en Estudios Sociales, la revista debe contar con la aceptación de parte de los autores/autoras de las condiciones siguientes:
1. Los autores conservan los derechos de autor y ceden a la revista el derecho de la primera publicación del trabajo registrado bajo la licencia de Creative Commons Reconocimiento-NoComercial (CC-By-NC) que permite a terceros utilizar lo publicado, siempre y cuando mencionen la autoría del trabajo y a la primera publicación en esta revista.
2. Los autores pueden realizar otros acuerdos contractuales independientes y adicionales para la distribución no exclusiva de la versión del artículo publicado en esta revista (por ejemplo: incluirlo en un repositorio institucional o publicarlo en un libro) siempre y cuando indiquen, claramente, que el trabajo se publicó por primera vez en esta revista.
