Intention to purchase food produced by migrants and refugees in the southern zone of Ecuador

Abstract

The present study focuses on analyzing the dynamics influencing the success of migrants and refugees, primarily of Colombian and Venezuelan origin, registered under the economic integration program of the Hebrew Immigrant Aid Society (HIAS) South Zone office in Ecuador. It examines the variables affecting small business clients’ intention to purchase processed foods, such as customer loyalty, corporate communication, quality of food products offered, and perception of market competition, to better understand economic performance in this context. The methodology employed integrates qualitative and quantitative techniques, including in-depth interviews with beneficiaries enrolled in the HIAS program and structured surveys with 238 consumers of products offered by the participants. Findings obtained and analyzed through Structural Equation Modeling (SEM) highlight the importance of effectively managing variables such as customer loyalty, corporate communication, and product quality to promote the economic integration of beneficiaries. As a result, the hypotheses put forward are confirmed, demonstrating that communication, competition, and food positively influence purchase intention and, likewise, loyalty.