Abstract

SALGADO-BELTRAN, L  and  BELTRAN-MORALES, LF. Factors that influence sustainable consumption of organic products in the Northwest Mexico. Universidad y ciencia [online]. 2011, vol.27, n.3, pp.265-279. ISSN 0186-2979.

Sustainable consumption mainly considers factors of environmental and health importance when making a purchasing decision. The main objective of this project was to determine the influence of the government, consumer behaviour, demographics and marketing strategies factors that are involved in the sustainable consumption of organic products in northwestern Mexico. To do this, the theoretical model was defined through a review of literature and a measuring instrument was designed (structured interview based on the 5 points of the Likert scale). Data were collected through a random probability sampling at the sale points. A total of 518 valid questionnaires were obtained. The technique used to identify causal relationships was the Structural Equations Model. The goodness-of-fit indicators of the model were: χ² = 150.86 (68gl) with a p < .001, normed fit index NFI = 0.90, comparative fit index CFI = 0.85 and mean square error of approximation RMSEA = 0.07. Results indicate that consumer behaviour (health) and demographics (education) have a significant positive effect on sustainable consumption. Thus, it is evident that a greater effort is required in the marketing strategies (ecological communication and price) of organic products, to encourage sustainable consumption.

Keywords : Sustainable consumption; organic products; structural equations model.

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