Statement of the Problem
In recent years, environmental problems have intensified, especially those related to non-pollution, climate change and ecological awareness in the consumption of products. Currently, at the national and international level, there are four large environmental groups founded in the 60s and 70s that are the current basis of the militant institutional environmental movement. These are basically Greenpeace, WWF-ADENA, Ecologists in Action, and Seo / Birdlife. (Bravo, 2010).
Due to ecological and marketing research that took place at an early stage in the sixties, environmental movements emerged (Hendarwan, 2002). they sought a new lifestyle and global alternatives to the industrial and consumer society, thus seeking to achieve the transformation of ecology. And it is because of this social movement that materializes the new market segment constituted by ecological consumers, individuals more concerned about the environmental consequences of what they consume, and be sensitive to the negative effects that the impact of human activities have on the environment and the health of people (Santesmases, 2004).
According to Fernández, Cea, Santander & Nuñez, (2013) the main reason for purchasing organic products is that consumers consider them to be healthier because their products are subjected to methods that guarantee the care of environment. On the other hand, Tregear, Dent & McGregor, (1994) tells that the environmental factor explains only a small part of organic food purchases, because consumers have a more egocentric behavior, where concern for oneself and, consequently, concern for their health plays a much more important role in the purchase of these products.
Meanwhile the survey conducted by National Geographic; GlobeScan, (2012) showed that consumers with “ecological conscience” are a niche that grows fast in Mexico, creating a trend, but what factors motivates them to buy this type of products? it is just a novelty or the consumers really consider that the consumption of ecological products and / or services help with the care of the environment. Green consumption in Mexico has been a subject little investigated academically, since the few jobs that exist are market studies, such as the Green Study of (TNS Research International, (2010) which mentions that almost 50% of Mexicans prefer consume products that are friendly to the environment
Therefore, it is necessary that more research be done especially in Mexico to decipher the behavior of consumers who prefer organic products. The subject is of interest for various audiences because there is a possible business opportunity for the creation of companies, products and / or services with green features that help differentiate in an increasingly competitive market and of course for associations, movements and people that seek to promote sustainable lifestyles in the population. For these reasons, the object of study is to know the motivations that influence the decision to purchase organic products in citizens from 25 to 45 years of the municipality of Guadalajara.