Resumen

GAMARRA-CHAVEZ, Carlos Antonio; ZEVALLOS-CALLUPE, Rocío Karina  y  MUCHA, Stephany. Analysis of the purchasing behaviour in consumers of sacha inchi oil (Plukenetia volubilis L.) of organic origin in specialized stores of modern Lima during the period 2018 - 2019. Revista Economía y Política [online]. 2021, n.34, pp.17-36.  Epub 05-2021. ISSN 2477-9075.

The objective of the study is to analyze the purchasing behavior of consumers of organic sacha inchi oil (Plukenetia volubilis L.) of modern Lima, taking as reference three independent variables that correspond to attitude, subjective opinions and intention in the purchasing behavior. The sample consisted of 435 people (73.9% women and 24.1% men) consumers of organic sacha inchi oil. The structural equation model (SEM), specifically partial least squares (PLS), was used to evaluate the reliability, validity and proposed hypotheses. It was possible to identify that the route with the largest effect size is through the influence of subjective opinions on intention and later on purchasing behavior (f2 = .167; p = .000). These results reveal that the purchase decision depends more on the subjective opinions of loved ones and family, friends, colleagues, etc., than on the consumer's personal judgment.

Palabras clave : Marketing; consumer; buying behavior; organic oil.

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