Marketing Mix Influencing Organic Foods Purchase of Mexican Consumers

Lizbeth Salgado-Beltrán, Joel Enrique Espejel-Blanco and Luis Felipe Beltrán-Morales
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Lizbeth Salgado-Beltrán: University of Sonora, Mexico
Joel Enrique Espejel-Blanco: University of Sonora, Mexico
Luis Felipe Beltrán-Morales: Northwestern Center of Biological Research S.C.

from University of Primorska, Faculty of Management Koper

Abstract: The company to sensitize environmentally to its potential market can use price, product, distribution and communication. This study provides market-evidence on how to approach Mexican consumers, regarding marketing mix and its effects on organic foods purchase. The main goal is contribute with an analysis of causes-effects on consumer perceptions based in the structural equations model. In order to contrast the hypothesis, data were obtained using a structured questionnaire based on a five-point Likert scale (n=383). We rejected hypothesis 1, the price has a positive and significant effect on organic foods purchase (-0.23, p

Keywords: organic food purchase; marketing mix; Mexican consumers; structural equations model (search for similar items in EconPapers)
Date: 2012
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