Anállisis del comportamiento de consumo de productos locales en contextos regionales y turísticos a través de modelos basados en la teoría del comportamiento planificado: el caso del vino canario
- Edgar Javier Sabina del Castillo 1
- Ricardo Jesús Díaz Armas 1
- Desiderio Gutiérrez Taño 1
- 1 Universidad de La Laguna (España)
ISBN: 9788409581986
Année de publication: 2024
Type: Chapitre d'ouvrage
Résumé
En un entorno altamente competitivo y globalizado, el consumo de productos locales emerge como un factor de suma importancia para impulsar la economía regional, promover la sostenibilidad, preservar la identidad y respaldar a pequeños productores. Además, fomenta la autenticidad de las comunidades locales, reduce la dependencia de cadenas de suministro globales y estimula la actividad turística, especialmente en un contexto en el que los consumidores son cada vez más conscientes de lo que consumen y de su origen, especialmente después de la reciente pandemia de COVID-19.En línea con esto, este enfoque de consumo también está alineado con los Objetivos de Desarrollo Sostenible (ODS) de la Agenda 2030 de las Naciones Unidas, que, expresamente en el ODS 12, propone la necesidad de garantizar modalidades de consumo y producción sostenibles. Al elegir productos locales, se avanza signi!cativamente hacia un sistema más sostenible y responsable, contribuyendo al bienestar ecológico y social a largo plazo.A pesar de la existencia de investigaciones previas que han abordado diversos factores relacionados con la elección de productos locales por parte de los consumidores, sigue siendo necesario profundizar en la comprensión del comportamiento de consumo de estos productos en diversas circunstancias, desde situaciones cotidianas hasta contextos de crisis o turismo. Con un enfoque multidisciplinar, esta investigación se articula en torno a cuatro trabajos de investigación centrados en entender las claves que determinan la elección de productos agroalimentarios locales en distintos contextos de consumo, debido a la importancia del impacto que tiene en la economía de una región, en la salvaguarda de su cultura e identidad, y en la promoción de prácticas sostenibles. Se examinan aspectos que van desde la actitud del consumidor hacia estos productos hasta su comportamiento en situaciones extremas como la pandemia de COVID-19, con un enfoque particular en el vino local.Los estudios que conforman este trabajo aplican una metodología contrastada que incluye la técnica de ecuaciones estructurales de mínimos cuadrados parciales, más conocida como PLS-SEM, utilizada comúnmente en las ciencias sociales y del comportamiento. Los modelos conceptuales involucran un amplio espectro de variables, desde las antecedentes hasta las mediadoras, moderadoras y consecuentes. Las muestras utilizadas son representativas tanto de la población local como de los turistas en las Islas Canarias, España, quienes son consumidores habituales de productos locales.En el primer artículo, se emplea un modelo extendido de la Teoría del Comportamiento Planificado (TPB, por sus siglas en inglés) para analizar los antecedentes del comportamiento de consumo de vino local. Los resultados destacan la relación positiva de la personalidad etnocéntrica y la relación negativa de la cosmopolita en la intención y el control conductual percibido en el consumo. Además, se confirma la importancia de la norma personal y la identidad con el lugar en la actitud hacia este comportamiento. El segundo estudio profundiza en la relación entre el etnocentrismo del consumidor, la identidad con el lugar y la intención de consumo, examinando el papel mediador de la actitud hacia los productos locales. Este análisis, realizado entre consumidores de queso y vino, subraya la relevancia de la actitud hacia los productos locales como mediadora en esta relación, independientemente del tipo de producto local. El tercer trabajo explora cómo situaciones extremas, como la pandemia de COVID-19, afectan al comportamiento de consumo de productos locales, centrándose en el vino local. Se utiliza la Teoría del Marco de Objetivos (GFT, por sus siglas en inglés) como marco integrador de otras aproximaciones como la TPB y el Modelo Actitud-Comportamiento-Contexto (Modelo ABC, por sus siglas en inglés), demostrando que la resiliencia del consumidor a las adversidades y la actitud hacia el producto local son factores clave que impactan en el comportamiento de consumo, además de la norma personal. El cuarto y último estudio se enfoca en el consumo de vino local por parte de turistas en destinos turísticos, destacando su importancia en la creación de experiencias auténticas. Se establece un modelo teórico basado en la Teoría del Comportamiento Planificado y se identifica una relación positiva entre el beneficio epistémico y el comportamiento turístico responsable con la actitud de consumo hacia el vino local, las normas subjetivas y el control conductual percibido. Esta investigación contribuye al campo del comportamiento del consumidor y el consumo de productos locales al aportar nuevos enfoques y modelos teóricos que iluminan la complejidad de este fenómeno y proporcionan información relevante para el desarrollo de estrategias de marketing y el fomento del desarrollo sostenible en el ámbito de los productos agroalimentarios locales, con un enfoque que bene!cia tanto a las comunidades locales como a los visitantes en destinos turísticos
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