Green targets: people who buy organic food - a customer acquisition challenge
by Paul Allen Salisbury
International Journal of Sustainable Strategic Management (IJSSM), Vol. 4, No. 2, 2013

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.

Online publication date: Mon, 30-Jun-2014

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