Impact of eco-friendly products on consumer behavior in the city of Guayaquil

Abstract

This paper presents a research conducted in the city of guayaquil on the impact of eco-friendly products on consumer behavior, with the objective of defining the impact, knowledge and acceptance of eco-friendly products by consumers in the city of guayaquil, for which we sought to identify the variables that influence the decision process and purchase of eco-friendly products, determine the current status of eco-friendly practices and their knowledge by consumers and analyze the willingness of consumers to change their consumption habits in favor of eco-friendly products, For this purpose, a survey of 385 people in the city of guayaquil was conducted to establish the degree of knowledge, preference and perception of the impact that consumers have of eco-friendly products. The results finally show an important preference of consumers towards this type of products, considering positive their impact on the market and the need to consider the environmental impact of the different products as a key value of the companies; consumers with greater environmental knowledge are those who had the intention to purchase products with eco-friendly characteristics.