Exploring organic food purchasing

Ing. Saurov Barua

Master's thesis

Abstract:

This study investigates factors influencing consumer purchase intention towards organic food products in the Czech Republic. Using non-probability sampling, data was collected from 205 voluntary respondents and analyzed these data using SPSS v29. Regression analysis was employed to test six hypotheses. The findings revealed that environmental concern, social influence, organic food taste, and marketing strategy significantly influence the purchasing decision of consumers regarding organic food, and these variables are supported statistically. However, based on the findings, health consciousness and price sensitivity were found to have no statistically significant impact on consumer buying intention. The findings underscore the importance of environmental awareness, societal norms, organic food taste, and marketing strategy in shaping consumer preferences toward organic food products in the Czech Republic. These findings make major contributions to the theoretical foundation of consumer behavior and have practical implications for marketers to efficiently navigate the Czech Republic's organic food industry.

Abstract:

This study investigates factors influencing consumer purchase intention towards organic food products in the Czech Republic. Using non-probability sampling, data was collected from 205 voluntary respondents and analyzed these data using SPSS v29. Regression analysis was employed to test six hypotheses. The findings revealed that environmental concern, social influence, organic food taste, and marketing strategy significantly influence the purchasing decision of consumers regarding organic food, and these variables are supported statistically. However, based on the findings, health consciousness and price sensitivity were found to have no statistically significant impact on consumer buying intention. The findings underscore the importance of environmental awareness, societal norms, organic food taste, and marketing strategy in shaping consumer preferences toward organic food products in the Czech Republic. These findings make major contributions to the theoretical foundation of consumer behavior and have practical implications for marketers to efficiently navigate the Czech Republic's organic food industry.

Keywords

Organic food, Purchasing intention, Organic food taste, Environmental concerns, Organic food marketing, Health consciousness, Price sensitivity, Social influence, sustainable food product, Organic food Czech Republic

Language used: English

Date on which the thesis was submitted / produced: 10. 5. 2024

Thesis defence

• Date of defence: 20. 6. 2024
• Supervisor: doc. Ing. Ondřej Částek, Ph.D.
• Reader: MSc Yucong Bao

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management