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Article

Open Access

Marketing Mix Influencing Organic Foods Purchase of Mexican Consumers

Author(s)

Lizbeth Salgado-Beltrán, Joel Enrique Espejel-Blanco, Luis Felipe Beltrán-Morales

Full-Text PDF Download XML 430 Views

DOI:10.17265/1537-1514/2013.06.009

Affiliation(s)

Lizbeth Salgado-Beltrán, Ph.D. in Economics, Research Professor, Department of Economics and Business Sciences, University of Sonora.
Joel Enrique Espejel-Blanco, Ph.D. in Economics, Research Professor, Department of Economics, University of Sonora.
Luis Felipe Beltrán-Morales, Doctor of Science, Research Professor, Northwestern Biological Research Center.

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 to contribute to an analysis of causes-effects on consumer perceptions based on the Structural Equations Model (SEM). 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 < 0.002).

KEYWORDS

organic food purchase, marketing mix, Mexican consumers, structural equations model

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