Customer motivations in the purchase of organic food

Tamara Savelyeva

Bachelor's thesis

Anotácia:

In modern times, more and more acutely arises the question about the environmental situation, thereby changes the attitude towards the economy and agriculture. In connection with the development of organic food trend, the interest of buyers in the choice of organic products over conventional products is increasing. This study found people's attitudes towards organic products, what motivated customers to choose organic food in Prague. This research revealed that the majority of customers understand the term “organic food” correctly, but not everyone knows how to distinguish genuine organic food. Participants of the survey shared their views about the main benefits of organic foods as well as what factors would cause them to start to buy , or to buy more products. The survey showed that buyers need literacy campaign regarding organic products, customers have to be provided with complete, accurate and trustworthy information about these type of products.

Abstract:

In modern times, more and more acutely arises the question about the environmental situation, thereby changes the attitude towards the economy and agriculture. In connection with the development of organic food trend, the interest of buyers in the choice of organic products over conventional products is increasing. This study found people's attitudes towards organic products, what motivated customers to choose organic food in Prague. This research revealed that the majority of customers understand the term “organic food” correctly, but not everyone knows how to distinguish genuine organic food. Participants of the survey shared their views about the main benefits of organic foods as well as what factors would cause them to start to buy , or to buy more products. The survey showed that buyers need literacy campaign regarding organic products, customers have to be provided with complete, accurate and trustworthy information about these type of products.

Keywords

attitude, consumer behavior, customer motivation, organic foods, Prague.

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 2. 1. 2014

Obhajoba závěrečné práce

• Obhajoba proběhla 20. 1. 2014
• Vedúci: doc. MUDr. Karel Dohnal, CSc.
• Oponent: Ing. Jan Jiran

Institute of Hospitality Management in Prague

Bachelor programme / odbor:
Gastronomy, Hotel Management and Tourism / Hospitality Management (instruction in English)