A cross-cultural study of motivational factors and values influencing purchase of organic food in Germany and Mexico.

Abstract

The present dissertation compares the motives and values associated with the purchase of organic food in Germany and in Mexico. After an international literature review enough evidence suggests that in developed and someone developing countries motivations to purchase organic food are similar among the consumers. However, there is no evidence supporting this fact in Mexico. In most of the marketing literature culture appears as an external factor influencing consumer behavior. Moreover; in the present research culture seems useful to understand the motives and values in the purchase of organic food. Firstly, an overview of the stages of the market for organic food in Germany and Mexico will be given. Secondly, there will be a literature review of consumer behavior, psychographics, the main motivations, and values when it comes to the purchase of organic food. Thirdly, the methodological framework which contains the cross-cultural approach to identify the motives and values related to purchasing of organic food. After an exploratory factor analysis (EFA) two common factors of motives and one value were carried out. The factor conglomerating the motives of healthy, tasty, animal welfare, concern with environment, and fairness seem as stronger predictor associated with the purchase of organic food in both countries. Within the insights interestingly cultural differences on consumer behavior were uncover.