Disposición a pagar de los jóvenes por productos saludables y funcionales: un análisis de sus preferencias de elección
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En las últimas décadas, el cuidado y la búsqueda de una vida más plena y saludable ha transformado los hábitos alimentarios, situación que ha provocado a consumidores examinar detenidamente sus elecciones nutricionales, los individuos no solo buscan saciar el hambre, sino también nutrir el cuerpo de manera responsable, manifestado así preferencia por alimentos con impacto positivo en la salud y el medio ambiente. Esta investigación tiene como objetivo analizar la relación entre las preferencias alimentarias de los jóvenes y su disposición económica hacia productos saludables en comparación con opciones convencionales, así como los factores que influyen en su toma de decisiones. El estudio empleó un enfoque cuantitativo mediante un cuestionario diseñado cuidadosamente para responder a los objetivos de esta investigación, seleccionando 150 estudiantes participantes de manera voluntaria y aplicando encuestas tanto online como presenciales, donde los participantes recibieron una introducción sobre el tema y objetivos de la investigación para garantizar la autenticidad del estudio. Los resultados evidenciaron que las decisiones de compra están fuertemente influenciadas por elementos visuales e informativos de los productos, donde los estudiantes asocian la salud alimentaria con información nutricional detallada, diseño del empaque y atributos como ausencia de conservantes u origen local. Existe clara disposición a incorporar productos saludables en su dieta diaria, motivada por beneficios percibidos para la salud personal y conocimiento nutricional. Aunque valoran positivamente estos productos, el precio sigue siendo determinante, mostrando elasticicidad a un pequeño sobreprecio como máximo, especialmente para productos de consumo frecuente, manteniendo equilibrio entre aspiraciones de bienestar y limitaciones económicas.
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