The objective of this research is to understand the profile of consumers and analyze their behavior when purchasing bioproducts in the Tsatsayaku Association Store. The population consisted of 203 consumers over the age of 18. To obtain the consumers profile, a hierarchical cluster analysis was carried out using Ward’s method, as a result three clusters were obtained: ecological consumers, those involved and non-ecological consumers. Each of these clusters was named according to the means of the variables analyzed. That is, they presented different characteristics that lead to different purchasing habits. Multidimensional Scaling (MDS) analysis was applied to analyze the variables of the products with the greatest importance for consumers, as a result, the variables with the highest value were Quality, Practical and easy to use, Seals or certifications and Sustainability. This study is of great importance to understand the behavior of the ecological consumer and develop strategies that promote Biotrade and the consumption of organic products in the Ecuadorian Amazon.