Agriculture worldwide faces the need to reduce chemical pesticides and produce healthier food. In Latin America, research on the organic food sector primarily focuses on supply. Consumption analysis is crucial for providing information about customers' needs. This paper aims to analyze the Ecuadorian organic food sector, which is an interesting case for investigating the relationship between willingness to consume organic food and socioeconomic factors. To this end, 382 consumers were surveyed. The study applied a logit regression analysis to assess the role of socioeconomic factors in the willingness to consume organic food. Radar diagrams depict the percentage of respondents who checked a particular reason for choosing or refusing organic food. A cross-location comparison analysis was applied to identify differences between locations within the Central Ecuador region. Results reveal that Ecuadorian consumers' awareness rate of organic food is only 53.5%. Regarding organic food's price, 24% of consumers perceive it to be overly expensive. Based on strengthening the supervision of organic food production, various channels should be used to promote organic food consumption and facilitate the recognition of available organic food.
Keywords: consumer behavior; healthier diet; household income; logit model; survey research.