Attitudes toward product quality
It is how much people care about the quality of the product.
According to El Espectador, there is a growing trend of people preferring natural products: "The most desirable attributes for respondents are around the natural and the fresh. More than 72% say that it is very important that foods are all natural, for 79% it is very important that the flavors are natural and 61% consider it very important that they are made of vegetables and fruits. Likewise, interest predominates because food does not have artificial colors (53%) or artificial flavors (53%) and 51% prefer them free of genetic modifications."
In green Road we satisfice this growing desire of people to consume more natural and organic products.
Reference
http://www.elespectador.com/noticias/economia/colombianos-prefieren-alimentos-naturales-articulo-547560
http://www.revistapym.com.co/destacados/cu-l-adn-consumidor-colombiano