Perception of organic products on social media and their impact on purchasing

Abstract

In the digital era, Social Media transformed consumer behavior, influencing how people interacted, processed information, and made purchasing decisions. The present study aimed to determine the influence of Social Media on the Purchase Intention of organic products in Ecuador. The research adopted a quantitative, correlational, and cross-sectional approach, using a structured questionnaire applied to 430 consumers in Guayaquil. The data obtained were analyzed through structural equation modeling, applying confirmatory factor analysis to validate the constructs. The findings revealed that Social Media did not have a direct effect on Purchase Intention. However, it significantly influenced Environmental Attitudes, which positively affected Purchase Intention. This suggested that Social Media played an indirect but fundamental role in the consumption of organic products, shaping Environmental Attitudes that subsequently led to sustainable purchasing decisions.