Inderscience Publishers

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

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Courtesy of Inderscience Publishers

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

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