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).