The objective of this work was to segment consumers based on their attitudes, values and environmental beliefs in the purchase decision of organic products in the northern zone of Sonora, to provide recommendations to the actors (public and private organizations) that involved in the organic food market. To do this, an Exploratory Factor Analysis (AFE) was initially carried out and then a cluster analysis to segment the consumers by their attitudes, values and beliefs. Two segments were identified (environmentally participative and environmentally consistent). This finding presents opportunities and challenges for private and public organizations, for the first considering consumer segments in the area,they may devise marketing strategies on organic products and for the second ones, they must include environmental education in their stimuli to improve awareness of people.
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