Preferencias de Consumo y Hábitos Saludables: Un Estudio sobre Consumidores de Bienestar Activo

This study explores the consumption habits and pre-ferences of people who practice a healthy lifestyle, as well as the cultural, social, and economic factors that influence their adoption and sustainability. A mixed-methodological approach was used: semi-struc-tured interviews were conducted with health and nutri-tion experts; a survey was administered to a non-pro-bability convenience sample of people over 15 years of age residing in Guayaquil. The results reveal that, although there is growing awareness of the importan-ce of comprehensive well-being, the main barriers to maintaining healthy habits are lack of time, environ-mental insecurity, high costs, and the influence of the social environment. Moderate trust in the food industry and a critical attitude toward products labeled as heal-thy were also evident. Social media, although useful for disseminating healthy practices, can also generate confusion or promote unrealistic lifestyles. The study highlights the potential of nutritional and ecological marketing, as well as nudge-based interventions, to facilitate more conscious dietary choices. The results highlight the need for clear, accessible, and cultura-lly contextualized public policies and communication strategies that promote sustainable and healthy habits among the population.