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Marketing Mix Influencing Organic Foods Purchase of Mexican Consumers

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Author Info

  • 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.)

Registered author(s):

    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

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    Bibliographic Info

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    This chapter was published in: Lizbeth Salgado-Beltrán & Joel Enrique Espejel-Blanco & Luis Felipe Beltrán-Morales , , pages 993-1006, 2012.

    This item is provided by University of Primorska, Faculty of Management Koper in its series MIC 2012: Managing Transformation with Creativity; Proceedings of the 13th International Conference, Budapest, 22–24 November 2012 [Selected Papers] with number 993-1006.

    Handle: RePEc:mgt:micp12:993-1006

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    Related research

    Keywords: organic food purchase; marketing mix; Mexican consumers; structural equations model;

    References

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    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    1. Carlson, Les & Grove, Stephen J. & Laczniak, Russell N. & Kangun, Norman, 1996. "Does environmental advertising reflect integrated marketing communications?: An empirical investigation," Journal of Business Research, Elsevier, vol. 37(3), pages 225-232, November.
    2. Chialin Chen, 2001. "Design for the Environment: A Quality-Based Model for Green Product Development," Management Science, INFORMS, vol. 47(2), pages 250-263, February.
    3. Wanki Moon & Wojciech J. Florkowski & Bernhard Brückner & Ilona Schonhof, 2002. "Willingness to Pay for Environmental Practices: Implications for Eco-Labeling," Land Economics, University of Wisconsin Press, vol. 78(1), pages 88-102.
    4. Govindasamy, Ramu & Italia, John, 1999. "Predicting Willingness-To-Pay A Premium For Organically Grown Fresh Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 30(2), July.
    5. Pujari, Devashish & Wright, Gillian & Peattie, Ken, 2003. "Green and competitive: Influences on environmental new product development performance," Journal of Business Research, Elsevier, vol. 56(8), pages 657-671, August.
    6. Mathur, Lynette Knowles & Mathur, Ike, 2000. "An Analysis of the Wealth Effects of Green Marketing Strategies," Journal of Business Research, Elsevier, vol. 50(2), pages 193-200, November.
    7. Bansal, Sangeeta, 2008. "Choice and design of regulatory instruments in the presence of green consumers," Resource and Energy Economics, Elsevier, vol. 30(3), pages 345-368, August.
    8. Luanne Lohr, 1998. "Implications of Organic Certification for Market Structure and Trade," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(5), pages 1125-1129.
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