Socially Responsible Consumer Behavior: The Case of Organic Food in Sonora, Mexico

Abstract

The main objective of this investigation is to analyze and evaluate the Socially Responsible Consumer (SRC) in the cities of Hermosillo and Obregón, Sonora, Mexico. We wanted to identify their purchasing, consumption and attitude profiles. To respond to the stated objective, 278 questionnaires were applied, 183 were applied to consumers in Hermosillo and the remaining 95 to consumers in Obregon city. For the statistical analysis of the data the chi-squared test (Xi2) was used to establish descriptive and bivariate comparisons of the results. It was learned that the young consumers of these cities have no knowledge about Socially Responsible Consumption; moreover, consumers do not feel inclined to buy organic food or environmentally friendly products, neither do they search for products that benefit their finances and environment or otherwise cause the least negative possible impact. Therefore, it is essential that educational comprehensive programs for strengthening responsible consumption and care for the planet be designed in the face of globalization.