Organic food consumer behavior in Hermosillo, Sonora, Mexico

Abstract

Objective: To describe and characterize the behavior of organic food consumers in Hermosillo, Sonora, in order to identify whether this location constitutes a potential market for said products.Design/Methodology/Approach: We asked consumers at points of purchase to answer a questionnaire. Then we analyzed the resulting data with descriptive and inferential statistics.Results: There is a market segment acquainted with organic products and willing to buy them. This segment is unsatisfied with the local offer of fruits and vegetables. The purchase of organic food increases amongconsumers who care about their diet and health, and who show positive attitudes toward the environment.Study limitations/Implications: The study focuses on a specific geographic area. Therefore, extrapolation of results must be done cautiously.Findings/Conclusions: Overall, there is a potential local demand for organic fruits and vegetables. Adequate marketing and segmentation strategies are necessary to address the identified consumer profile so that traders and farmers can position their products in the market.