Intención de compra de alimentos para mascotas enriquecidos con Saccharomyces Cerevisae: Un análisis conductual de tutores
DOI:
https://doi.org/10.36517/contextus.2026.96609Palabras clave:
alimentos funcionales; gestión; marketing; influencia social; alimentos para mascotas.Resumen
Contextualización: La creciente preocupación por la salud y la nutrición de las mascotas ha impulsado el desarrollo de alimentos funcionales enriquecidos con ingredientes bioactivos, como Saccharomyces cerevisiae. A pesar de sus beneficios reconocidos, la aceptación por parte de los consumidores, especialmente los dueños de mascotas, depende de factores conductuales y perceptivos, los cuales pueden analizarse a partir de la Teoría del Comportamiento Planificado (TPB).
Objetivo: Este estudio tuvo como objetivo evaluar la intención de compra de los dueños de mascotas respecto a alimentos enriquecidos con Saccharomyces cerevisiae, así como analizar la influencia de las actitudes, normas subjetivas y el control conductual percibido sobre la intención y el comportamiento de compra.
Método: Se adoptó un enfoque cuantitativo mediante la recolección de datos a través de un cuestionario estructurado basado en la TPB. La muestra estuvo compuesta por 396 dueños de mascotas. El análisis de los datos se realizó mediante Modelado de Ecuaciones Estructurales por Mínimos Cuadrados Parciales (PLS-SEM), permitiendo evaluar las relaciones entre los constructos latentes.
Resultados: Los resultados indicaron que las normas subjetivas son el principal predictor de la intención de compra, seguidas por las actitudes y el control conductual percibido. Además, la intención de compra mostró una influencia significativa y positiva sobre el comportamiento real de compra. Se observó que los individuos que perciben mayor apoyo social y presentan actitudes favorables hacia los beneficios del ingrediente tienden a mostrar una mayor intención de compra.
Conclusiones: El estudio destaca el papel central de la influencia social en la toma de decisiones de consumo en el contexto de alimentos funcionales para mascotas. Estos hallazgos sugieren que las estrategias de marketing deben priorizar acciones educativas y comunicacionales que refuercen tanto los beneficios percibidos del ingrediente como el apoyo social asociado a su adopción.
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