Year: 2011
Type: dissertation
Abstract: The purpose of the thesis is to investigate intention to buy organic food. The aim is to\nexamine which determinants influence the intention to buy organic food among consumers in\nthe Czech Republic. Moreover, the study focuses to find out which determinant influences\nconsumers’ intention the most. Based on the Theory of Planned Behaviour (TPB) and\nliterature review a conceptual model was proposed. The model investigates the effect of\nseveral independent variables on the intention to buy: attitudes toward buying, subjective\nnorms, perceived price, perceived availability, product knowledge, and demographic\ncharacteristics.\nA survey of 263 consumers was carried out. Several techniques were used to analyse the\nmodel, such as descriptive statistics, independent t-test, one-way ANOVA, Pearson\ncorrelation, multiple regression analysis, and hierarchical multiple regression analysis. The\nresults show that the proposed model explains 55.2 % of variance of the intention to buy\norganic food. Furthermore, the findings indicate that only attitudes toward buying and\nsubjective norms are significant predictors of the intention to buy organic food. The variables\nperceived availability, perceived price, and product knowledge, appeared to be insignificant\nfactors in predicting the dependent variable. Among demographic characteristics only gender\nwas found to affect the intention to buy organic food.\nKey words: Consumer behaviour, green marketing, organic food, Theory of Planned\nBehaviour, survey, Czech Republic
Source: BIBSYS Brage (BIBSYS (Norway))
Author: Kristýna Olivová
Language: English
Topic: Organic Food and Agriculture
Subfield: Plant Science
Domain: Life Sciences
Open Access status: green
OpenAlex ID: W2466531869