Abstract
The objective of this study was to analyze responsible consumption and the value chain as foundations for the development of a sustainable model in the Quevedo Canton. The sample size was calculated with Decision Analyst STATSTM 2.0 software. The information was obtained by applying a questionnaire to 123 consumers. Statistical analysis was performed with the SPSS program (Version 22.0). Consumption, availability of environmentally friendly products and the value chain were addressed. The results revealed a high degree of reliability for the 12 items, according to Cronbach's Alpha method, with a value of 0.80. Responsible consumption mainly allows the reduction of waste, conservation of resources and the choice of sustainable products and services, an educational model used is awareness and environmental education programs through digital means to provide effective solutions in the transition towards eco-friendly products. More sustainable consumption practices were adopted, cooperation between actors in the value chain allows them to promote educational awareness programs and community commitment, implementing environmental regulations in each of the links and executing permits to guarantee the quality in each of the products that are demanded.
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