Exploring the consumer intentions on buying organic food

Ing. Rashedul Hoque

Master's thesis

Abstract:

This study explores the aspirations of the foreign people living in the Czech Republic in relation to buying organic food. Businesses and governments alike must comprehend the variables driving consumer behavior as the demand for organic food grows globally. To bridge the gaps in the literature about customers' intentions to buy organic food, I investigate how behavioural objectives are seen in terms of attitude, health, nutrition, ethics, and quality. This quantitative research employed the questionnaire data collection method for 216 participants. Google Forms distributed the questions to various social media expat platforms in the Czech Republic. The software Smart PLS 3 and SPSS 24 were utilized to test for the CFA, variance inflation factor, validity, correlation, and regression analysis. The study's findings indicate that customers worldwide are increasingly interested in organic food. However, several variables affect the things they decide to buy. Although their influence does not approach statistical significance, the study shows that attitudes, health considerations, nutritional factors, environmental concerns, and ethical issues are favorably associated with behavioral intentions. Crucially, among Czech Republic customers, the behavioral desire to purchase positively correlates with the perceived quality of organic food. The outcomes of this study not only contribute to the academic understanding of consumer behavior in the context of organic food and provide valuable insights for businesses and policymakers seeking to promote sustainable consumption practices among the foreign population in the Czech Republic. To promote a more inclusive and sustainable food market, it is critical to comprehend the complex preferences of the nation's growing number of varied people.

Abstract:

This study explores the aspirations of the foreign people living in the Czech Republic in relation to buying organic food. Businesses and governments alike must comprehend the variables driving consumer behavior as the demand for organic food grows globally. To bridge the gaps in the literature about customers' intentions to buy organic food, I investigate how behavioural objectives are seen in terms of attitude, health, nutrition, ethics, and quality. This quantitative research employed the questionnaire data collection method for 216 participants. Google Forms distributed the questions to various social media expat platforms in the Czech Republic. The software Smart PLS 3 and SPSS 24 were utilized to test for the CFA, variance inflation factor, validity, correlation, and regression analysis. The study's findings indicate that customers worldwide are increasingly interested in organic food. However, several variables affect the things they decide to buy. Although their influence does not approach statistical significance, the study shows that attitudes, health considerations, nutritional factors, environmental concerns, and ethical issues are favorably associated with behavioral intentions. Crucially, among Czech Republic customers, the behavioral desire to purchase positively correlates with the perceived quality of organic food. The outcomes of this study not only contribute to the academic understanding of consumer behavior in the context of organic food and provide valuable insights for businesses and policymakers seeking to promote sustainable consumption practices among the foreign population in the Czech Republic. To promote a more inclusive and sustainable food market, it is critical to comprehend the complex preferences of the nation's growing number of varied people.

Keywords

consumer attitude, health concerns, nutrition concerns, environmental consciousness, ethical considerations, quality perception, behavioural intentions, organic food, foreign consumers, Czech Republic.

Language used: English

Date on which the thesis was submitted / produced: 5. 1. 2024

Thesis defence

• Date of defence: 30. 1. 2024
• Supervisor: doc. Ing. Ondřej Částek, Ph.D.
• Reader: Ph.D. Prateek Kalia

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management