Consumers' values and motives driving organic food consumption

Igor Muravyev

Bachelor's thesis

Abstract:

The thesis will be focused on the difference in the certification process and the organic labelling between Europe and Russia, and the motives of the consumers from these countries when it comes to purchasing eco and organic labelled food.The literature review will give an explanation of the terms of conventional and organic farming. It will provide information about the certification process of organic food products, their differences in the EU and Russia with examples of organic labels. It will also reveal the potential negative consequences of organic production. The practical part of the thesis will consist of a thorough study of consumers’ opinions and motives by the means of a detailed interview and will try to make appropriate research based on them. It will identify whether the organic logo is something to be trusted and how aware the consumers are of the entire certification process of the goods that they are purchasing. The important question is whether people trust the quality of bio food. In addition, there will be figures on how economically consumers are willing to support organic production.The conclusion will identify possible improvements in the organic movement, how the place of birth affected the perception of organics and what problem areas need to be corrected.

Keywords

organic certification, organic labelling, impacts, motives, price premium, agriculture, organic eco bio food

Language used: English

Date on which the thesis was submitted / produced: 18. 3. 2020

Thesis defence

• Supervisor: doc. Mgr. Ing. Lukáš Zagata, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Economics and Management / Economics and Management