Green targets: people who buy organic food – a customer acquisition challenge. (1st January 2013)

• Record Type: Journal Article
• Authors: Salisbury, Paul Allen
• Is Part Of: International journal of sustainable strategic management. Volume 4:Number 2(2013)
• Page Start: 127
• Page End: 136
• Publication Date: 2013-01-01
• Subjects: organic food -- customer acquisition -- sustainable strategic management -- purchase organic food -- marketing acquisition -- green marketing -- marketing organic food -- organic food promotion; Organizational effectiveness -- Periodicals; Organizational effectiveness -- Strategic planning -- Periodicals; Organizational change -- Strategic planning -- Periodicals; Organization -- Sustainable development -- Periodicals; 658.401205
• Languages: English
• ISSNs: 1753-3600

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.