Tendencias del comportamiento del consumidor agroalimentario: oportunidades de innovación en la producción agrícola y pecuaria sostenible en la provincia sabana centro de Cundinamarca

Abstract

The Sabana Centro province in Cundinamarca has consolidated itself in recent years as a strategic hub for agri-food development, due to its geographical location, diverse agricultural and livestock production, and proximity to Bogotá, the country's main consumption center. However, despite its potential, producers in the region face limitations in adapting to emerging trends in consumer behavior, related to sustainability, traceability, differentiated quality, and a preference for shorter and more transparent marketing channels. This gap hinders the region's competitiveness in more demanding and globalized markets, where consumption habits are rapidly transforming due to factors such as digitalization, environmental awareness, and ethical consumption. This study analyzes agri-food consumption trends in Sabana Centro through a mixed approach, integrating documentary review, structured consumer surveys, and interviews with producers. The results reveal a growing preference for local, fresh products with sustainability attributes; the importance of digital traceability as a trust mechanism; and interest in hybrid purchasing channels that integrate physical and digital experience. Additionally, evidence shows that producers require training in digital marketing, quality certifications, and short-channel management to improve their competitiveness.