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Consumer Behavior: Motivational Factors for the Decision to Purchase Organic Products in Mexico
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Author(s): José G. Vargas-Hernández (University of Guadalajara, Mexico), Jovanna Nathalie Cervantes Guzmán (University of Guadalajara, Mexico)and Guillermo Vázquez-Ávila (University of Guadalajara, Mexico)
Copyright: 2020
Pages: 33
Source title:
Green Marketing as a Positive Driver Toward Business Sustainability
Source Author(s)/Editor(s): Vannie Naidoo (University of KwaZulu-Natal, South Africa)and Rahul Verma (Department of Training and Technical Education, India)
DOI: 10.4018/978-1-5225-9558-8.ch006
Purchase
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Abstract
The objective of this chapter is to develop a model of the behavior of the ecological consumer in order to know the motivations that influence the decision to purchase organic products in citizens from 25 to 45 years of Mexico. The methodology used in the research is qualitative. It was carried out through the non-experimental design, and with respect to the data collection tool, in-depth interviews were carried out. The results obtained with respect to the factors that influence the purchase decision of the products are accepted the general hypothesis. One of the limitations that the study faced was a limited literature regarding studies related to it in the case of Mexico.
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