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Marketing Mix Influencing Organic Foods Purchase of Mexican Consumers

Author

Listed:
  • 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.)

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

Suggested Citation

  • Lizbeth Salgado-Beltrán & Joel Enrique Espejel-Blanco & Luis Felipe Beltrán-Morales, 2012. "Marketing Mix Influencing Organic Foods Purchase of Mexican Consumers," MIC 2012: Managing Transformation with Creativity; Proceedings of the 13th International Conference, Budapest, 22–24 November 2012 [Selected Papers],, University of Primorska, Faculty of Management Koper.
    • Handle: RePEc:mgt:micp12:993-1006
    as

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    References listed on IDEAS

    as
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