ANÁLISIS DE CRITERIOS DE REFERENCIA DEL CONSUMIDOR RELACIONADOS CON LA INFORMACIÓN SOSTENIBLE DE PRODUCTO

Abstract

Today's society of transparency allows to access to previously unknown product information, generating consumer groups more demanding with the knowledge of the consequences of their purchases. The origin of the products, the environmental impact during its life-cycle, its influence on the consumers health or the working conditions in which they have been manufactured, are currently motivating factors valued in purchasing decisions. Due to these new sensibilities, it is advisable to check if different typologies of consumers, responding to new patterns of behavior in their purchase choice can be distinguished. This work focuses on the identification of personal values and criteria related to aspects of responsibility and sustainable awareness of consumers. To do this, a universe of criteria has been obtained, on the basis of a literature review, to subsequently reach a small number of factors through the application of factor analysis to some ratings of a sample of consumers. Results allow to characterize consumers’ behavior in terms of their relationship with product information, such as their interest, the trust that information about sustainable aspects generates on them or if they are really able to distinguish between sustainable products and those that are not sustainable.