Non-English title

Nowadays consumer needs have changed by several factors, one of which is the environment. In this sense, companies must redesign products for new consumers who are concerned about the involvement of its work. These customers take different actions when purchasing a product, check the ingredients and choose a container that has less environmental impact after its use. This concern has shifted to companies that have innovated in their products and change according to new market needs. The objective of this study is to measure the innovative character and ecological values of consumers towards food innovations with sustainable design, particularly guacamole sauce. It seeks to generate information useful to the agribusiness sector and that allows improvement of competitiveness. The methodological instruments used are hedonic tasting and two scales validated in the literature, known by its initials as DSI and GREEN. It was found that there is a moderate attitude towards innovation: out of 10 consumers 6 show an innovative character. Guacamole sauce is a traditional product; hence, when offered in a ready to eat modality only 14% buy it by taste, due to preference given to the home style.