Title: Green targets: people who buy organic food - a customer acquisition challenge

Authors: Paul Allen Salisbury

Addresses: Department of Business, New York City College of Technology (City Tech), City University of New York (CUNY), 300 Jay Street, Brooklyn, New York 11201, USA

Abstract: The key issue in this paper is customer acquisition for organisations that sell organic food or promote the purchase of organic food. Who should these organisations target for more cost-effective marketing acquisition campaigns? The analysis focuses on who tries to buy organic food regularly, and the type of consumers who do not do so. The paper is based on a secondary analysis of The Millennial Survey, January 2010, sponsored by the Pew Foundation. Consumers with higher educational levels who practice recycling at home, and have household incomes above $50,000 are most likely to be regular customers for organic food.

Keywords: customer acquisition; sustainable management; strategic management; organic food buying; organic food purchasing; marketing acquisition; green marketing; organic food marketing; organic food promotion; organic food customers.

DOI: 10.1504/IJSSM.2013.058592

International Journal of Sustainable Strategic Management, 2013 Vol.4 No.2, pp.127 - 136

Published online: 30 Jun 2014 *

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