Organic food consumer behavior in Hermosillo, Sonora, Mexico

Abstract

Objective: Describe and characterize the behavior of organic food consumers, to define if there is a potential market in Hermosillo, Sonora.

Design/methodology/approach: Questionnaires were applied to consumers at points of sale and the data was analyzed with descriptive and inferential statistics.

Results: There is a segment that knows and buys organic products, which is not satisfied with the local supply of fruits and vegetables. In addition, purchases are intensified by consumers who take care of their diet, their health and who show positive attitudes towards the environment.

Limitations on study/implications: Focuses on a geographic area, so the extrapolation of the results must be taken with caution.

Findings/conclusions: In general, there is potential for local demand for organic produce. It is necessary to use appropriate marketing and segmentation strategies aimed at the profile found, so that merchants and farmers can position their products in the market.