Since consumer behavior varies across countries, it is worthwhile
to identify international market segments that are more interested
and willing to choose organic products. That way, marketers can
understand and respond appropriately to the core needs and wants of
the various international consumer segments.
However, although it has often been argued that organic
products represent a profitable opportunity for firms as well as a
healthy choice for consumers (Gurău and Ranchhod, 2005), it is not
clear how companies could segment international markets to persuade consumers effectively, keeping in mind the cross-cultural
differences in consumer value systems