Consumer profile and factors determining the purchase of agroecological products. A case study: UNIMINUTO Agroecological Fair and Minuto de Dios Solidarity Market, Colombia

Abstract

This research sought to characterize consumers and consumption in the UNIMINUTO Agroecological Fair and the Minuto de Dios Solidarity Market, which both have a low number of consumers and sales. A survey was designed and implemented through a Google form and in person, between September and October 2019. The total sample was 146 consumers (90% reliability, 5% error). The results were analyzed through descriptive statistics and comparison with other studies. The consumer’s profile is mostly university students of natural sciences, young adults of low and low-middle income strata from small households, and women; the age, gender, and educational level are common features with similar studies. The consumer lacks knowledge about the products, the participatory certification, and pricing, which can be remedied through consumer education. The supply and quality of agroecological products must also be improved.